Logo with large black text reading 'Dark Butter' above a red rectangle with white text reading 'Bakeland' against a black background.

Dark Butter Bakeland

Dark Butter Bakeland is an emerging gourmet baked goods brand born from a craving to create in the middle of life’s chaos. With a focus on small-batch indulgence, the brand reimagines comfort sweets through bold flavors, nostalgic texture, and a modern, premium identity. The challenge was building a brand from scratch that could capture this story—something personal yet elevated, warm yet distinctive. From visual identity to packaging and product strategy, every decision is designed to stir desire, spark curiosity, and carve out a space in a crowded market with confidence and clarity.

Deliverables

▸ Brand Positioning & Strategy

▸ Visual Identity System

▸ Packaging Concepts &

▸ Product Naming &

▸ Flavor Architecture

▸ Market Research

Logo for Dark Buttery Bakeland with black background, white and brown text.

Turning Flavor Into a Brand You Can Feel

A Brand Born in the Kitchen—Smooth Like Butter

The idea started with butter in a hot pan and a craving that wouldn’t quit. The original concept was raw but rich with emotion. I took that spark and shaped it into a full brand identity—one that captures the warmth, depth, and nostalgia of each bake. From flavor to form, we built a bold, craveable system designed with heart.

A chocolate chip cookie divided into two halves. The left side is a Dark Dutch Almond Caramel cookie with a peanut butter topping and salt crystals. The right side is a Maca Blanca White Chocolate Macadamia cookie. The background colors are red on the left and peach on the right, with the logos and text describing each cookie.

See How We Got Here

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Dark Butter Bakeland logo with bold black text on a white background and a red rectangle with white text.

Crafting a Brand That’s Rich, Real, and Ready to Rise.

A bold, flavor-forward identity built from scratch—rooted in story, elevated by design, and made to leave a lasting taste.

01.

Discover

We started with the story behind the dough: a personal turning point, backyard eggs, and a craving to create. Through deep dives into the founder’s journey and early customer reactions, we unearthed what made Dark Butter different—comfort, edge, and obsession baked into every bite.

02.

Define

We transformed insights into a clear brand direction: unapologetically indulgent, nostalgic with a twist, and full of personality. This meant defining a tone, palette, and visual rhythm that felt as craveable as the product itself.

03.

Develop

From naming conventions to visual identity, we crafted a bold-but-balanced system. Think gooey meets grown-up. Refined, playful type meets buttery, nostalgic color. Every choice—from logo shape to photo styling—was made to stir craving and stick in memory.

04.

Deliver

The brand system is actively coming to life—being applied across packaging concepts, pop-up experiences, and digital touchpoints. Every output is crafted to reflect the same richness as the product itself: bold, craveable, and ready to grow. This is just the beginning.

Inside The Work

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A kitchen stove with cookies baking on a baking sheet. Surrounding items include a kettle, a tissue paper, copper canisters, a butter container, and a toaster.

01 — Brand Spark

Where It All Started

DarkButter was born in the thick of uncertainty—after an unexpected layoff. What began as stress relief in the kitchen turned into something deeper: a craving to create, and the joy of turning simple ingredients into something rich, indulgent, and shareable. Each batch of cookies became a tiny moment of escape.

There was something deeply satisfying about starting from scratch and ending with something that made people pause and smile. That spark grew into a vision: to make baked goods that feel like comfort—but with an edge. Not basic. Not overly fancy. Just bold, crave-worthy indulgence, done with taste.

Baking ingredients and utensils on a table, including a bowl of dark liquid, eggs, flour, sugar, and a whisk.

02 — Concept Exploration

Starting to Take Shape

The brand’s direction began with the name: DarkButter. It came from the origin story itself—navigating the heaviness of a layoff, with nothing but time, emotion, and fresh eggs from a backyard coop. That’s where the baking began. And at the center of it all: butter.

Not just any butter—brown butter. Heated slowly until it deepens in color, flavor, and aroma. That transformation—from plain to rich, light to dark—is what gives cookies their depth, their edge, their unforgettable taste. It’s also symbolic. Just like butter changes under heat, so did this brand. Forged in fire. Made better by the process. DarkButter.

A red wooden chicken coop in a backyard, with chickens inside and outside, and a shovel leaning against the fence.
Chocolate cookie with caramel piece on top and sea salt flakes, placed on brown parchment paper.
Kitchen countertop with a bag of all-purpose flour, a mixing bowl with dough, a wooden spoon, and various kitchen canisters and utensils.

Recipe Behind the Brand

Laundry detergent bottle with a droplet icon.

Color Palette

▸ Browns + yellows = warmth & crave

▸ Inspired by butter, chocolate, sugar

▸ Golden-hour nostalgia vintage luxe

Black and white graphic of a smiling face with eyes and mouth inside a shield outline.

Tone of Voice

▸ Warm, cozy, craveable, old school

▸ Simple words that stick

▸ Feels like comfort—with class

Black and white smiley face icon with a circle outline, two eyes, and a curved smiling mouth.

Personality

▸ Nostalgic, but fresh

▸ Confident, comforting, indulgent

▸ Retro soul, luxe finish

Black and white icon of a speaker with a square outline, a circular speaker cone, and a curved line representing sound waves.

Imagery

▸ Friends, snacks, quiet joy

▸ Homey dessert vibes

▸ Cozy moments with vintage flair

A black and white icon depicting a flame symbol.

Brand Symbolism

▸ Heat transforms—so does flavor

▸ Browning = depth, richness, resilience

▸ Dark isn’t burnt—it’s becoming

Icon representing a germ with a round shape, a tail-like appendage, and a square symbol near it.

Logo Development

▸ Retro-modern feel

▸ Vintage soul, modern shelf

▸ Curvy, warm, and distinctly luxe

Logo for Dark Butter Bakeland with the words 'Dark Butter' in bold black letters and 'Bakeland' in white letters on a red background.

Look and Feel

03 — Visual Identity Foundations

The visual identity for DarkButter was built to reflect the heart of the brand—playful yet nostalgic, warm yet bold. Every element was chosen to evoke indulgence, familiarity, and that just-out-of-the-oven charm.

Hand-drawn branding sketches for Dark Butter Bakeryland, including logo ideas with initials D and BB, and various styles of the full bakery name.

Original Concept

From the beginning, the goal was to create something that felt both familiar and elevated—a brand rooted in warmth, but shaped by style. The early concept for DarkButter aimed to strike that sweet spot between traditional and fresh: cozy, comforting, and nostalgic, but with a clear sense of modern polish.

It needed to feel fun and approachable, like something you’d want to share—but still carry an unmistakable sense of quality, exclusivity, and class. Vintage charm, luxe presence. Something that could live in your grandma’s kitchen and on a high-end retail shelf. Sketches were where the tone began to take form—balancing playfulness with identity, and setting the stage for a brand that doesn’t just taste good, but feels like something special.

Logo Evolution

The first logo leaned too clean—too polished. It needed more soul. Through rounds of iteration, the wordmark evolved into something bolder, rounder, and more nostalgic. The final version introduced handcrafted curves and layered depth, sitting on a buttery yellow backdrop to increase warmth and recognition. The “Bakeland” tag was refined with a playful tilt and red pop—bringing balance, reinforcing tone, and adding a sense of fun and premium edge.

Design mockup showing three iterations of a logo for 'Dark Butter Bakeland'. The first iteration features simple black text on a brown background, the second adds curvy elements and a white subtitle box, and the third includes bold serif fonts with retro cues, a yellow backdrop, and red accents.

Typography

The brand type system pairs Caprismo and Lexend—two fonts that balance emotion and clarity. Caprismo was chosen for the logo: bold, curvy, and full of personality, it captures the handmade, buttery essence of the product. Lexend supports the system with clean, legible friendliness—ideal for packaging, labels, and digital touchpoints. Together, they strike the perfect balance between charm and utility.

Color Palette

A color selection menu with five options: Black Coffee, Hershey, Butter, Gray, and Cherry, each with their respective hex color codes. The Butter option is highlighted in yellow.

DarkButter’s palette leans into craveable warmth: a rich chocolate brown and golden butter yellow create the base, evoking brown butter, caramel, and cookie edges. A bold red accent injects energy, appetite, and a modern kick—making the brand feel vibrant, standout, and memorable across touchpoints.

04 — Naming Ideas

Naming The Flavors

Right now, naming at DarkButter is pure instinct. It’s gut-level, on-the-spot creativity—shaped by the vibe of the cookie, the ingredients, and whatever’s inspiring in the moment. A little playful, a little poetic, and always craveable.

Dark Dutch

Almond Caramel Cinnamon

A chocolate muffin with a caramel piece and salt flakes on top, on a red background with the text 'Dark Dutch Almond Caramel'.

This was the cookie that started it all. Back in 2021, during late nights in the kitchen, this was the first batch that hit. Deep cocoa, warm cinnamon, toasted almonds. Simple but layered. Familiar but surprising.

The name came together just like the recipe—instinct first, meaning after. “Dark” for the intense chocolate base. “Dutch” for the Dutch-process cocoa used in the dough. It sounded rich, a little mysterious, and nostalgic.

Names Come From Pure Instinct. Whether Playful, Poetic, or a Little Nostalgic, Each One Adds Something Special.

Close-up of a Cookie with chocolate chunks, labeled 'Cholacachip Dark Chocolate Toffee' with a dark background.

Cholacachip

The loudest chocolate chip in the room. Big dark chunks. Rich brown butter. Gooey toffee. And that salty-sweet edge. The name is fun to say, a little over-the-top—just like the cookie.

Chocolate baby cake with white icing drizzle and orange background.

Baby Cakes

A carrot spice cookie that eats like dessert and brunch at the same time. Sweet, soft, and glazed in white chocolate icing, this one’s got warm bakery energy. The name is all comfort—like a nickname someone sweet gives you.

Close-up of a white macadamia cookie with pieces of macadamia nuts visible, on a light beige background, with the text "Dark Butter Bakeland" in the top left and "Maca Blanca" and "White Macadamia" at the bottom.

Maca Blanca

White chocolate macadamia but done the DarkButter way. Salted, golden, chewy. “Maca” for the macadamia. “Blanca” for its bright, buttery color. The name gives it a slight Latin flair—warm, crisp, and sun-kissed.

Logo for Dark Butter baked goods, featuring black text with a red label that says Bakeland.

05 — What’s Next

Focus & Future Vision

DarkButter started as a craving—but the vision is bigger. The next step is bringing that craving to more people, one bite (and one box) at a time.

A black and white abstract geometric design with rectangles and parallelograms.

Short-Term

▸ Finalize brand + launch website

▸ Start batch-drops online sales

▸ Weekly drops of luxe cookies

▸ Organic growth via social, events

Black silhouette of a person running with a flag, set against a white background.

Mid-Term

▸ Secure commercial kitchen

▸ Open flagship: bakehouse

▸ Retail counter + cookie-only drive-thru

▸ Add office space for ops + shipping

Icon of a voting ballot with a checkmark in a circle.

Long-Term

▸ Sweet breads – sold by loaf or slice

▸ Mini versions – for gifting + sampling

▸ Monthly drops + subscriptions

Identity Applied

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Logo for Dark Butter Bakeland with black, white, yellow, and red colors.

Best Flavor is Born in the Dark.

A vertical black sign with white and red text reading 'Dark Butter Bakeland' is mounted on a wooden slatted wall.
Yellow box containing chocolate chip cookies from Dark Butter brand, with branding and descriptions, surrounded by a solid yellow background.
Close-up of a lemon-flavored pastry with glazed lemon topping, on a bright yellow background with text promoting Dark Butter Bakeland Lemon Drfit.
A black tote bag with the logo 'Dark Butter Bakeland' in white and red, placed on a white surface with shadows of leaves.
Brown hoodie sweatshirt with a white, black, and red "Dark Butter Bakeland" logo on the back
Packaging of Dark Butter Bakeland chocolate chip cookie with a visible cookie showing chocolate chips
Sign for Dark Butter Bakeland on a yellow background mounted on a wooden wall.
Colorful foil package of Dark Butter Bakeland on a yellow background.
Logo for Dark Buttery Bakeland featuring stylized text with "Dark Buttery" in black and "Bakeland" in white on red background.

Best Flavor is Born in the Dark.

Dark luster logo with the words 'Dark Butter' in large brown font and 'Bakeland' in white font on a red background.

06 — Project Impacts

Building a Crave-Worthy Brand

From a spark of inspiration in the kitchen to a fully realized premium cookie brand, DarkButter was built from the ground up with strategy, storytelling, and design. The result: a bold identity, crave-inducing visuals, and a scalable system that positions DarkButter as a go-to indulgence for cookie lovers.

01

▸ Clear Brand Foundation

Defined the brand’s voice, story, and visual identity from scratch—rooted in authenticity and the founder’s journey from layoff to baking obsession.

02

▸ Strong Market Presence

Developed bold, high-impact packaging and visuals that stand out both online and in person, making DarkButter instantly recognizable and desirable.

03

▸ Scalable Design System

Created a flexible design framework that can adapt to new flavors, seasonal drops, and future product lines without losing consistency.

04

▸ Elevated Perceived Value

Positioned DarkButter as a premium, small-batch indulgence—commanding attention and justifying higher pricing through storytelling and design.

05

▸ Connection with Customers

Built a brand experience that goes beyond the cookie—tapping into nostalgia, comfort, and indulgence, creating a loyal following that craves not just the product but the story behind it.

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