Week 3 Part B: Developing a Brand

Iomi Bake is a pastry business that was born alongside my sister in 2018, where both of us could work on our personal interests while also building a business and generating our own income. What started as a loosely structured plan, without considering long-term goals or even creating any kind of formal project, grew and became a well-known online pastry shop in the city of Medellín.

However, we decided to close it in 2021 to focus on our professional careers and gain work experience with other companies. Unfortunately, at that time, we didn’t fully appreciate the value of everything we had built and instead prioritized the experience provided by large companies. This was mainly because, in Colombia, entrepreneurship doesn’t hold much weight if you are a small business, and economic volatility is high. As a result, without experience from a well-established company, it becomes much harder to find a job.

Our logo It’s simple, with colors in white, brown, and blue. We wanted it to include a manual whisk, symbolizing the homemade and natural essence of our products, along with a smile to give customers the impression of how happy they would feel enjoying our treats—and how happy we were as creators.

Additionally, the color choices were intentional: brown represents warmth, chocolate, and the richness of our baked goods, blue conveys trust and reliability, while white reflects cleanliness and simplicity. The overall design is meant to feel welcoming, reinforcing the idea that our pastries are crafted with care and passion.

Our logo includes the tagline "Bites Full of Joy," which serves as both our brand slogan and part of our value proposition. This phrase reflects the essence of our products, delicious homemade treats designed to bring happiness in every bite. It reinforces our commitment to creating baked goods that not only taste great but also evoke warmth, comfort, and joy for our customers.

 Our tagline and brand identity communicate that our products are made with simple, classic flavors—nothing too extravagant, just carefully crafted combinations designed to bring a smile to your face. Each bite is meant to be comforting and familiar, creating a joyful experience for our customers through the perfect balance of flavors.

Finally , we used Montserrat as our primary font for general text. All secondary texts follow this typeface, as it reflects simplicity with a modern touch. The clean and contemporary look of Montserrat aligns with our brand’s identity, ensuring readability while maintaining a stylish and professional feel.