I designed BJs sweetshop brand as my side-job projects. Apart from the logo, I design packaging for a cake box.
I first thought of the emotions the brand should give. I wanted to be playful, funny and a bit hippie. Hippie candy shop. I prepared a moodboard to better explain the emotions I had in mind and get some ideas.
I then started to think about the logo and did a few sketches with my ideas. I decided to make my own typeface and add a little something that would, even more, give the hippie/psychedelic feeling.