The project is dedicated to a pastry shop that sells desserts with unusual flavour combinations. Typically, each confectionery sells exclusively sweet products, and most brands that produce unusual sweets do not reflect the uniqueness of these products in their identity.

The goal of this project was to break the stereotyped vision of classic desserts and create an identity for a bakery that will sell asphalt-flavoured doughnuts, hot pepper cheesecakes, herb-flavoured eclairs and etc.

The brand’s naming – “Potentially inappropriate confectionery” – is a reference to Instagram posts labelled as “Potentially inappropriate content”. The slogan of the project is “potentially inappropriate dessert”. Moreover, the copyrights were based on the naming, since they were allowed to describe the blurred desserts.

The identity consists of the following components: a blurred dessert, a logo, and copyrights. The logo is a stylized version of the Instagram eye icon that denotes inappropriate content and depicts a bitten doughnut instead of the pupil.

Copyrights and graphics which are used in the identity reflect the unacceptability of desserts and confectionery itself compared to classic pastry shops.

The carriers of corporate identity are posters, Instagram posts, shoppers, bags and other accessories. Some carriers such as badges are made of translucent plastic, which helps to make a feeling as if the desserts inside are blurred and unknown. Accordingly, the material of the carrier itself becomes part of the identity.