Logo Design Project for Moon Dance Baking

This is what Moon Dance Baking was looking for in their logo design

The Assignment.
Create a memorable, timeless and engaging identity for Moon Dance Baking, an award-winning Sonoma County-based cookie company that makes a premium line of Biscotti, Cookies and Candy, sold in high-end specialty grocery stores nationwide.

Why are we doing it? (the objective).
To continue to achieve double-digit growth in the $86 billion specialty foods market. Upon launching in 2004, the company’s line of cookies was sold under the “Holly Baking” name. Beginning in January 2014, the cookie line will be marketed and sold under the corporate brand name, Moon Dance Baking, in order to focus resources on one core “master brand.”

See www.moondancebaking.com for an overview of the company’s products and packaging, as this should drive design thinking and development.

Who are we talking to? (the target)
Women who are the primary shoppers for their families (25-49 years old);

Behaviorally, they:
• Are busy, active, working … Read more