Austin, TX.'s first meringue specialty bake shop. 

Fluff is a baked goods company dominating the meringue scene in Austin, TX. 
I was contact for concept, identity and packaging consulting. The brand was to appeal to a vast array of customers and events with inspiration from British storybook illustrations. 

Given the unique shape and personality of the meringues themselves, I determined a single meringue would be the signature logo for “Fluff.” The name “Fluff,” evokes a playful tone and the owner wanted the branding to be light and airy, like the meringues. The illustrative design is fun, graphic and plays off the owner’s love of old British children’s books. 

I created the look and feel of “Fluff.” I designed all branding: the logo, packaging and a custom repeat pattern. I provided competitive analysis, trend research and mood boards.

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