Starting with a conceptual logo for the fictional company 'BAKED' based out of Boulder, this project grew into a paper series, brand book, and website. The logo that was designed for the high-end marijuana bakery features a loaf of bread that is also reminiscent of a joint with smoke rising up. Paired with the not so subtle tagline of 'high quality baked goods' this brand has a clear identity without being overly cliche. The business card and cupcake order card are made to look like classic recipe cards with a tab at the top making it easier to flip through and pick. And finally, one of the most important aspects of creating a brand identity is the brand book. A brand book solidifies the quality, standards and aesthetics of the marketing materials being produced- and with that creates a truly recognizable identity.