For this BA project, I focused on a virtual confectionery business named DOLCE CUORE. Through design and illustration I intend to evoke happy family and childhood memories for the target group (family and children) based on their purchase of sweets and their experience in the store. The goal is to design the visual identity of the confectionary business, the packaging products of the store and create the promotional booklet.
The Dolce Cuore confectionary shop started as a family business in 1960 and was founded by the Greek grandmother Stella, who grew up and lived in Italy. She emigrated to Athens and created the confectionery in Nea Smyrni by following the Italian and Greek traditional family recipes with love and passion. The pastry shop will always belong to the heart of grandma Stella and her family.
Since 2000, Dolce Cuore has been passed on to the third generation of the family and to her granddaughter Maria. This narrative of the confectionery will become the initial brief - inspiration for the character representation of Grandma Stella and her granddaughter Maria in different magical moments and «imaginary worlds».
For the Dolce Cuore logo, I relied first on the name itself (in English Dolce Cuore means sweetheart) and the core of the brand, which is love, passion, the bond of family, pleasant and sweet moments.
To complete the visual identity of Dolce Cuore I need to create secondary graphics that will complement all the applications of the confectionery business. I started the pattern study by taking as inspiration the main products of the business.
