The look and feel aims to reflect the brand’s personality and offering, playing on its two pillars: baking and catering, the art and the heart of the brand. It combines the classic, artisan side with the real, warm, hearty side. A descriptive line and tagline can be added to the logo to help give context to the name – Birdcage. A holding device is used in combination with the logo for packaging and branding. The combination of classic and modern fonts creates the necessary balance between classic-meets-creative. Photography is used to play on with this balance as well – using a combination of dark and light backdrops. The result is something warm and creative, showcasing the food, the cakes, the ingredients and the people.