Crunch is a honey biscuit shaped like a honeycomb, crafted especially for connoisseurs of delightful crunch and cozy tea moments.
The core visual elements include honeycomb cookies in various honey varieties and a mascot—a charming orange bear named Khrum, who appears on the cookie packaging, promotional posters, and merchandise.
In this new project, I wanted to move away from the warm yellow-orange color palette and the bear as the primary product mascot. However, I liked the honeycomb cookies, so I decided to keep them as one of the key visuals for the new project.
Brand Identity for a Startup
Prompt: Create a clean Adobe Illustrator-style vector logo for CRUNCH. Solid forest-green background (#173D32), flat honey-gold elements (#C79536). A geometric hexagonal teapot with a separate lid, curved right handle, and left spout transforming into a winding pine branch with sharp needles. A simple golden bee with loop-shaped wings floats above the lid. Below, write CRUNCH in tall, elegant Rivi
ChatGPT’s Proposal for Brand Concept Development
CRUNCH — Forest BakeryAesthetics: botany, forest, craftsmanship, natural textures. The goal is to transform a cookie brand into a small, artisanal bakery that produces honey cookies, seasonal sweets, and gift sets. The bear becomes the owner of the forest bakery, and the bees are its assistants.The new business concept includes a line of honey cookies with various honey types, seasonal collections, gift boxes, tea sets, and a small, in-house bakery shop.
#253D2B — Pine Green
#DDAA39 — Honey Amber
#F6EBD5 — Creamy White
#704B37 — Bark Brown
Rationale: The dark green creates a more mature and natural mood, the amber color connects the identity to honey, the cream provides contrast, and the brown evokes wood and baked goods.What to visualize:
- 5 key visuals: buckwheat honey cookies; linden honey cookies; a gift box; a seasonal tea set; a jar of cookies for home storage.
- 3+ merchandise items: ceramic mug, canvas tote bag, baker’s apron, wooden box.
- Setting: a small forest bakery featuring wooden shelves, live plants, warm lighting, and an open display counter.
- Promotion: seasonal posters titled «Taste of the Forest, ” honey varietal cards, and social media posts featuring recipes and ingredient stories.
</ul
This idea was refined by me and developed into the following concept:
The «CRUNCH» Pine Tea Room is an atmospheric corner of a mysterious forest where anyone can hide from the city noise and relax on cozy sofas with a cup of tea and signature cookies.
Key Visuals
Staff Uniform
Merchandise
Scented Candles
Incense
The color palette was defined using Adobe Color, and the fonts were selected using WhatTheFont.
AI Models Used
ChatGPT — https://chatgpt.com/
Qwen — https://chat.qwen.ai/
