Double Trouble brand guidelines

Why I created it

As a dessert lover, I enjoy exploring different sweet shops around town. The ones that stand out to me are those with strong, authentic brand personalities. They feel timeless because they present themselves with confidence and character. Inspired by these bold brands, I set out to create one with a similarly distinctive and playful identity.

How I created it

I began by defining the brand’s mission, values, and voice. From there, I developed the core identity elements, including the logo, colours, typography, patterns, and photography. I then applied these elements across brand materials to bring the system to life. Along the way, I used Adobe Illustrator, InDesign, and Dimension to build a cohesive and versatile identity.

Design concept

Sweet treats often come with a hint of guilt—yet we all know one bite is never enough. That’s why I named this bakery Double Trouble. The logo’s checkered pattern was inspired by a smile with missing teeth, a playful reference to indulging in too many sweets. To add more character, I incorporated a pair of eyeballs and used bold magenta to amplify the brand’s vibrant, imaginative, and eccentric personality.

The brand guidelines

↑ Page 1 - Cover

↑ Page 2 - Table of Contents

↑ Page 3 - Our Brand Cover

↑ Page 4 - Brand Mission

↑ Page 5 - Brand Values

↑ Page 6 - Brand Voice

↑ Page 7 - Elements of Our Identity Cover

↑ Page 8 - Logo

↑ Page 9 - Logo Colour Variations

↑ Page 10 - Tagline

↑ Page 11 - Tagline Variations

↑ Page 12 - Logo Safety Zone & Minimum Size

↑ Page 13 - Logo Don'ts

↑ Page 14 - Colour Palette

↑ Page 15 - Typography

↑ Page 16 - Typography Variations

↑ Page 17 - Patterns

↑ Page 18 - Photography

↑ Page 19 - Applications Cover

↑ Page 20 - Business Card

↑ Page 21 - Packages and Apparel

↑ Page 22 - Social Media

↑ Page 23 - Store

↑ Page 24 - Contact

Challenges

Finalizing the logo and colours took some time. My initial concept of placing the eyes above the teeth didn’t work as intended, but I was determined to keep both elements. I refined and adjusted them until the logo felt compact, distinct, and true to the personality I envisioned.

For the application mockups, I experimented with several options before choosing Adobe Dimension to create the brand’s packaging, apparel, and store in 3D. Since it had been a while since I used the software, there was a learning curve—but it also gave me the chance to refresh my skills and explore new approaches.

Key takeaways

This project showed me the importance of creating clear, easy-to-follow brand guidelines. Strong guidelines act as the foundation of a brand, and accessibility should always be considered to ensure the identity works for everyone.

I also discovered how enjoyable and useful 3D design tools can be for creating realistic mockups. Working with Adobe Dimension not only brought the brand to life visually but also helped me better showcase how the identity could extend into packaging, apparel, and retail environments.

Fun facts

The name Double Trouble was partly inspired by the Netflix movie Eurovision Song Contest: The Story of Fire Saga. The song “Double Trouble” from the film was catchy and quirky, and it matched the playful spirit of the bakery nicely. Its melody stayed with me throughout the project, making the process even more fun.

What’s next?

Brand guidelines are living documents that evolve as a brand grows. While Double Trouble is a fictional project, it gave me valuable practice in building and applying brand guidelines. It also inspired my interest in 3D design—working with Adobe Dimension reminded me how enjoyable it is, and I may explore more 3D tools to further develop my skills in the future.