It would seem a natural conclusion that if you’re going to open a dessert shop, the branding of said shop should be fun. Maybe light-hearted, maybe quirky, maybe even strange, but it should definitely be fun. Indonesia’s Dessert Company (as appropriate a name as there ever has been) had a pretty simple idea: open a shop where you can get a variety of desserts and allow customers to design their own treats. The design group Egghead helped them transform that idea into a smartly-branded and -designed reality. DC’s logo isn’t the most inventive thing you’ve ever seen and while streamers and banners imply a celebration, they’re a little quaint, but DC pulls it off. The employ school bus yellow and black and make no secret about being all about fun. Their motto: “let the fun begin”. Their branding mark includes a couple of characters that resemble cartoons. These marks speak to kids and ultimately their parents. Dessert Company hit a homerun with their fun and light branding.
