Macaraina!
A small batch bakery that specializes in macarons. Traditionally considered a "fancy" cookie, we worked to flip that connotation on its head. The brand's founder, Araina, danced for 13 years of her childhood until her passion evolved into baking.
Themes of child-like wonder, being yourself, and celebrating life were all inspirations when coming up with the name, motto, and visual brand of these "macarons to dance for".
For Macaraina, flavor is king. This menu flyer and animated flavor cards help to celebrate the list of available cookies by putting them front and center. We created dance-themed flavor names to align with the brand's identity.
Proposed packaging for a "Dancing Dozen" of macarons.
The flyer is designed for easy interchange of flavors.
Proposed "treat truck" design featuring dancing footstep details. "Stop, Wait a Minute – What is a Macaron?" info card sheds light on the infamous dessert with light humor – in line with the brand's identity.
Brand animations feature text that appears to be dancing – in true spirit of the brand's dance-focused identity.
Macaraina's visual system is designed to channel feelings of joy and celebration. Even the names of all the colors are celebration themed. This is felt especially relevant to the brand's identity because catering events is a large portion of its business model.