This section showcases the full branding I created from scratch for the newly opened pie shop, including the logotype, menu design and promotional Instagram post. Each element was designed to follow the chosen theme, using consistent colours, typography and visual style. The goal was to build a cohesive identity that feels inviting, clear and memorable across both print and digital platforms.

This logotype was designed with inspiration from the Neon Nights aesthetic of the 80s and 90s, using bold, rounded lettering and a soft glowing outline to mimic retro neon signage. I incorporated playful illustrations like the pie slice, chef hat, rainbow and leaves to express the shop’s friendly personality and diverse menu, where the pie represents the signature handcrafted product, the chef hat symbolises quality and freshly baked goods, the rainbow adds creativity and a fun, welcoming vibe, and the leaves highlight freshness and natural ingredients. The vibrant colour palette of purples, yellows, greens and warm tones enhances the nostalgic, neon-lit mood while keeping the logo lively and inviting.

Adobe Illustrator, A4 (210mm x 297mm)

Adobe Indesign, A4 (210mm x 297mm)

Adobe Indesign, A4 (210mm x 297mm)

For this menu design, I created every element from scratch, including the illustrations, layout and overall visual style. I chose a deep purple theme with neon inspired outlines to give the brand a warm, whimsical and slightly magical feel that reflects the cosy personality of “Velvet Crust.” I designed the food illustrations to be playful and colourful, helping customers visually connect with the variety of pies offered. The layout is organised into clear sections Savoury, Sweet, Vegan/Vegetarian, Mini Pies, Sides and Beverages so customers can easily navigate the menu. Using consistent rounded shapes, bright highlights and thematic icons helped keep the entire design cohesive and visually engaging.

Adobe Photoshop, Square (1080 x 1080 pixels)

For this Instagram promotional post, I designed these visual element to match the playful, neon glow theme of the Velvet Crust brand. I used a grid style background with glowing accents to create a vibrant and eye catching look suitable for social media. The central illustration of the pie and drink reinforces the shop’s signature offerings, while bold typography like “OPEN NOW!” and “SAVE 50%” grabs attention quickly as users scroll. I placed clear call to actions such as “Get Yours Now!” and the shop’s location and handle to guide viewers directly to the store or Instagram page. The consistent purple colour palette and soft glow effects help tie the post back to the logo and menu, keeping the overall branding cohesive across all platforms.