Grow and MR Cake serves a piece of joy

By Rasmus Vestergaard
Published 12/04/2023
Category: Project
Featuring: Grow

“We wanted to create a visual identity with a proud yet humble attitude”, Linn Anderson answers. She is a designer at the Swedish agency Grow and was involved with the rebranding of MR Cake, a Swedish café.

Famed pastry duo Roy Fares and Mattias Ljungberg founded MR Cake. Since 2017, they have merged American bakery and Swedish “fika” in delicious cakes and cookies, delivering an MR Cake moment, as they call it.

“Our goal was to find a balance between the colourful graphic elements and the bold, expressive logotype,” Linn continues. “So we created a visual identity that was bold and expressive but with few graphic elements, meant to be visible from afar and still recognisable.”

The broad colour palette is the flour, the foundation of the new identity. It expresses playfulness and the different flavours and seasons that add to the various cakes and sweets. Solid colour blocks and shapes, together with playful stickers, allow for flexibility where the logotype can be enlarged to create a strong recognition and make it extraordinary.

“We used the typeface GT America which includes condensed and expanded widths and weights. We wanted to use a font that didn’t steal attention from the logo but rather complemented it. With the different styles in the family, we found the perfect balance and flexibility the identity needed.”

Grow also tweaked the logotype. Linn explains, “The new logotype is based on the previous one where every letter has its own expression, making each look tasty and unique. We took the logotype to the next level and made it even more unique and proud. We looked into every detail of it and made it both more balanced but also more contemporary.”

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