Carmella’s Cafe & Dessert Bar: Rebranding a Charleston staple.
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When the owner of Carmella’s Cafe & Dessert Bar set out to create a beloved dessert destination in downtown Charleston, they quickly realized that their brand no longer reflected the essence of their business. The original logo—a simple illustration of an ice cream cone—felt out of place, especially since they no longer even sold ice cream. It was time for a fresh start. During a discovery meeting, I learned about the heart and soul of Carmella’s: the story of the owner’s Italian grandmother, Carmella, who had been the glue that held the family together. She wasn’t just a cook; she was the warm center of the family, always preparing meals not just for her loved ones but for the community as well. I was also shown old family photos, the family crest (a sun), and told about their vision of creating a space where people could gather, much like an Italian Piazza. It was clear—this was more than just a café. This was a place built on family, community, and warmth.
Inspired by the rich story behind the brand, I dove deep into research. I spent hours exploring Carmella’s menu, flipping through family photos, and immersing myself in the narrative that defined the café. I wanted the logo to be more than just a symbol; it had to be a visual representation of the legacy and values that Carmella’s stood for. Through countless sketches and ideas, I honed in on a concept that blended elements of the sun and the profile of Carmella herself, symbolizing both her legacy and the warmth that the café sought to embody.
With the concept of a new family crest in mind, I began refining different design options. I wanted the logo to feel timeless yet playful, reflecting the café’s handmade desserts and the joy of sharing them with others. After several iterations, we landed on a design that perfectly captured the spirit of Carmella’s: a sun enveloping the profile of Carmella, looking out from a window, beaming with warmth and love. This logo wasn’t just a brand—it was a tribute to the woman who inspired it all. It was designed to evoke the same warmth and affection that everyone’s favorite grandmother would bring to the dinner table, making every visit to Carmella’s feel like coming home.
