Delayna Waite Part 3: Butter & Batter Branding

Butter & Batter is a fictional company that I came up with to use as a client for my semester-long branding project. It is similar to a Hello Fresh, but strictly for baking and dessert recipes. Each baking box would include all of the pre-measured ingredients and a step-by step direction card for someone to easily bake their recipe. Butter & Batter is meant to appeal to many audiences, but primarily young people or busy moms who enjoy baking but don’t have the time to devote to shopping for and measuring out their own ingredients.

When designing this logo and brand, I wanted it to feel homemade to represent the feeling of an old family recipe, but still clean and sharp enough to show the quality of the ingredients the customer would be paying for. With this in mind, I hand lettered the logo and paired it with a typestyle that feels handwritten as well. On the wordmark form of the logo, the outer circle varies in weight to capture this hand-drawn feeling as well. When choosing colors for the brand, I chose a warm cream tone paired with a mauve/brown because they feel both clean and give the warm feeling that a sweet dessert would remind you of. The accent colors of light pink and sage green complement the primaries while keeping the tone of the brand light – evoking the joy that homemade desserts bring. 

Butter & Batter Branding Booklet, 2021, Digital Print, 7×8.5 inches folded

Shown above is the final booklet including each of the elements of this branding project. I chose to make the booklet unique by using a partial cutout of the logo on the front cover. The shape of the cutout also resembles a bite – further contributing to the feel of a bakery inspired brand. This booklet has tabs for each of the following: logo and brand identity, print advertisements, web design, and social media, each of which will be outlined throughout this post. 

Butter & Batter Magazine Ads, 2021, Digital Prints, 17×11 inches full page spread

After I established the logo, the next step was to create three print advertisements. The assignment was to have these ads work together as a set, but fit different sizes – one full page spread, one half page ad and one quarter page. For this particular set of layouts, I decided to focus primarily on type – having the company slogan be what draws the viewer in through the use of alliteration.

Butter & Batter Menu Flyer, 2021, Digital Print, 8.5×11 inches

As a continuation of the print advertisements, I decided to create a flyer of popular menu items. The outside of this folded flyer has space for mailing information and the inside includes icons I illustrated for each type of dessert represented on the menu.

Butter & Batter Website Mockup, 2021

Next, I took the brand into web design. I used Adobe InDesign to create mockups for what the home page, product pages, and a checkout page would look like. I then imported the design into Adobe XD to prototype what clicking and navigating between pages would look like on the web.

Butter & Batter Social Media Templates, 2021

Social media was the last step in this brand identity project. I created several templates for the company for events like new product launches, discounts, and flavor of the month. This would make it easy for whoever is managing the social media to simply switch images and text into the layout as events come up. For each “event” there is a post and a story size, but the design is consistent between the two. 

The last part of this project inspired me to continue in creating social media templates. I currently help a few companies back home run their Instagram and Facebook accounts, so I decided to get ahead on a few of the upcoming events by creating social media posts consistent with the brand. I will use these as I transition into my full-time job with the company this summer.

For more content and personal information, visit my portfolio site at

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