This brief has been based around the news article ‘Christopher Sholes secured a patent for his invention of the qwerty keyboard typewriter’. This brand has been created to include this article in a lateral way and challenge the current dessert market and help to bring a new and exciting homemade American desserts to the United Kingdom. This idea has been based around the inventors heritage within the news article.

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To represent the typewriter laterally I have used the ‘jump’ aspect of how each letter is printed throughout of my brand mark. This idea helps to build a sense of movement through the brand whilst giving me a key brand asset to build upon. I have also thought about how dessert pots can be hard to get every last bite so I have created a tailored spoon range for each individual flavour, creating a greater brand experience. The prominent curvaceous design has been implemented to give a representation of the natural dessert layers within each pot. I have also been able to craft this through the brand typography and spoons themselves.