Sugar Lane is a small custom desserts company. They are just getting started and wanted to stand out in a market of other small creators. The owner, Hannah, is a gentle soul. She wanted to stand out, but needed a brand that felt true to her values. After some discovery, we realized that the 50's women's fashion resonated with the brand's values. It’s aspirational, welcoming, mannered, polished, orderly, graceful, precise, and charming. It isn’t afraid to tap into femininity with patterns, bows, and bright colors. So I started there. Then created a script logo made from icing. Something simple, yet ownable that has character.