​The Brief

Cinnacin is renowned for its irresistible cinnamon buns that draw people in with their warm, aromatic allure. Your task is to design a fresh, exciting brand identity that reflects the vibrant, high-quality nature of this iconic food destination. From packaging to signage, create designs that highlight the modern appeal of Cinnacin while capturing the indulgent, homey feel of their products. The brand should stand out as exciting yet timeless, connecting with food lovers aged 20–50. Bring out the personality of the brand and ensure it’s instantly recognisable and unforgettable.​

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Approach

A handwritten wordmark accompanied by an illustrated logomark felt like the most natural and compelling approach here. The exaggerated serif in the letter 'C' was flipped and incorporated into the 'n' at the end, giving the wordmark symmetry and balance. Latching onto the word 'indulgent' as inspiration, the illustrated logomark features a person nonchalantly gulping down a stack of three cinnamon buns – an exaggerated reflection of the irresistible nature of Cinnacin's baked goods, all while giving the brand identity a modern and playful approach. All in all, Cinnacin's cinnamon buns are so delectable that no one bats an eyelid if you inhale three buns at once. 

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考え方

手書き風のワードマークにイラスト入りのロゴマークを組み合わせるのが、最も自然で魅力的なアプローチだと感じました。文字「C」の誇張されたセリフを反転させて、最後の「n」に取り込むことで、ワードマーク全体にシンメトリーとバランスをもたらしました。

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「欲張り」という言葉から着想を得て、イラストのロゴマークには、三つのシナモンロールを無造作に平らげる人物を描いています。これは、「Cinnacin」の焼き菓子の抗えない美味しさを誇張した表現であり、ブランドアイデンティティにモダンかつ遊び心のある印象を与えています。

 

つまり、「Cinnacin」のシナモンロールはあまりにも美味しいので、一度に三つ食べても誰も驚かないのです。