Lucks Food Co
Lucks was a manufacturer and distributor of edible food decorations. All those grad cakes that began to feature edible photos adhered to cake for cutting and eating in a glaze of sugared glory a few decades back? Yeah, that was Lucks.
BRANDING
Lucks was in need of a fun identity overhaul to reflect its trendier products. Color and playful use of one of their most iconic items was just the right recipe! The idea was that each employee could personalize their card by selecting a color from the custom palette and their favorite Dec-Ons® Sugar Decoration to express themselves, providing an additional talking point when offering a card to others.
WEb DESIGN
The Lucks site allowed me to provide limited design for many of the pages and components. Their customer and product management software apps were tied to the existing framework, so I worked within it to modernize its look as much as possible through color palettes and design elements that coordinated with other print and digital materials. I reworked badges, buttons, cards, icons, modals, navigation, text fields, tool tips, and page flows.
Landing Page
Carousel Slides
Social TILES + ADS
LOOKBOOKS & Idea Books
Lucks lookbooks and idea books really took on a more stylized look in my time there with covers designed with a magazine in mind. Photography became lighter and brighter with more of a focal point on the showcase of our products used in fun and creative bakery designs. The quality of the photography improved
immensely due to my presentation of what we could improve and HOW to go about it step-by-step. We also put an emphasis on offering trend highlights along with corresponding collections, and encouraging engagement through social media callouts.
Covers
In creating the look and feel of the books, I designed multiple potential concepts with a variety of design elements such as headers, body copy, callouts, calls to action, tip tools, etc. Templates were created, pagination determined, product imagery gathered, and elements designed, among many other tasks. I started with a notebook and a Sharpie, brainstorming with lists of necessary components, to-dos, possible shapes and layouts, and then expanded them in larger sketched thumbnails for review and further digital exploration.
THE BEGINNINGS OF THUMBNAIL SKETCHES AND IDEAS
Idea book Spreads
ADS
Lucks regularly advertised in baking industry publications. I designed a new advertorial style look to display our trend information alongside corresponding collections featuring shoppable ideas and products. Note the index card nod to baking card recipes of times past!
Ads
TRENDS
At Lucks, we researched trends to incorporate into up and coming products and to share with our buyers in order to allow them to do the same. We perused fashion and home decor for colors and patterns, and identified popular icons such as the owl and fox. I regularly designed trend board layouts to share in presentations as well as produced trend reports for further in-depth study.
Trend Boards + Trend Report
Land of the free where supermarket cakes display edible print art on the regular
CAKE DESIGNS
Lucks Edible Image® decorations feature a style for most
every occasion, graduations, birthdays, weddings, showers,
the holidays, you name it. Here are some of the seasonal collections
I developed through illustration with a focus on color as the great unifier in addition to the illustration style.
Patriotic COLLECTION
Lucks Dec-Ons® Sugar and Icing Decorations are small compacted sugar forms offered in many a theme. I designed a penguin set for the holidays seen here featured on desserts including a delectable donut or three.
Sugar Designs
Merry-making COLLECTION
Oklahoma State SUGAR ART SHOW
Oklahoma State SUGAR ART SHOW
Lucks participated in industry trade shows for which I created signage and accompanying graphics including banners, backdrops, floor graphics, and table top displays. One of my favorite projects was illustrating and hand constructing these custom character hangers for Kerry Vincent, a Food Network Challenge judge and master sugar artist, once called the "Simon Cowell of cake." As the founder of the Oklahoma State Sugar Art Show, she requested hangers that each held an apron for a winning participant. Kerry's likeness can be seen below, the first in the line of aprons on the rack. They were a hit and requested for multiple shows.
