Throughout the design process, the BAK'D team recognized that the original logo's trio of colors and dimensionality made it identifiable. However, it lacked depth, dynamism, and was difficult to translate into secondary assets.I aimed to maintain the original logo's recognizability while increasing its complexity and creating a new symbol for BAK'D. The idea of expanding forms resonated with me, reflecting both the process cookies undergo in the oven and BAK'D's growth as they open their first storefront. I wanted to evoke a sense of objects trying to fit within a tight space, pushing outwards as they expand.The secondary point of identification was the cookie apostrophe. Through the logo explorations there needed to be a semblance of a cookie in some way.
