Gemma Ince

freelance graphic designer / art director. analogue (human-made) digital. words and typography are everything. sometimes illustration, collage, photography. brand identities: are fun to do, small or big, collaborative, always give meaning and purpose to an organisation. communities are the beating heart. All the work is aiming for a more beautiful and healthy world.

Brand ID for coffee + cake shop

Hetty’s heavenly treats, a cup cake shop, café AND community hub for for us in Walsall WHERE the cakes WERe soft, warm and perfect. Above are pictures of a label design. EKA (HETTY) WANTED IT TO FEEL African and English. THE BRAND ID is inspired by the patterns and colours of the fabric prints that you find IN AFRICA BUT ALSO CATH KIDSON WHICH SHE LOVED. THERE IS a hint of doilies and a twist of American vintage jam jar.