harucake
harucake
harucake
Aug 2019 - Mar 2024
Aug 2019 - Mar 2024
Aug 2019 - Mar 2024
Brand Identity 2019 - 2025 · OOU 2023 · Brand, retail and collaboration
Brand Identity 2019 - 2025 · OOU 2023 · Brand, retail and collaboration
01 Identity •
01 Identity •
01 Identity •
02 Experience
02 Experience
02 Experience
03 Growth
03 Growth
03 Growth
HARUCAKE / IDENTITY
Insert a representative project image.
HARUCAKE / IDENTITY
Insert a representative project image.
HARUCAKE / IDENTITY
Insert a representative project image.
CHAPTER 01 / IDENTITY
CHAPTER 01 / IDENTITY
A founder’s story.
A character of its own.
A founder’s story.
A character of its own.
A founder’s story.
A character of its own.
From Harucake’s logo in 2019 to OOU in 2023, I developed a visual identity that could live beyond the logo—on cakes, in the shop, and in the hands of its customers.
From Harucake’s logo in 2019 to OOU in 2023, I developed a visual identity that could live beyond the logo—on cakes, in the shop, and in the hands of its customers.
From Harucake’s logo in 2019 to OOU in 2023, I developed a visual identity that could live beyond the logo—on cakes, in the shop, and in the hands of its customers.
MY ROLE
MY ROLE
Logo design · Character concept & illustration · Naming · Brand copy
From a burnt cookie to OOU
From a burnt cookie to OOU
From a burnt cookie to OOU
The brief was to create a character. My starting point was a story from the founder: the first cookies she baked came out burnt. I imagined one of those cookies falling into Harucake’s signature fresh cream and emerging as OOU, a dog-shaped cookie.
The brief was to create a character. My starting point was a story from the founder: the first cookies she baked came out burnt. I imagined one of those cookies falling into Harucake’s signature fresh cream and emerging as OOU, a dog-shaped cookie.
The brief was to create a character. My starting point was a story from the founder: the first cookies she baked came out burnt. I imagined one of those cookies falling into Harucake’s signature fresh cream and emerging as OOU, a dog-shaped cookie.
A small employee with a big responsibility
A small employee with a big responsibility
A small employee with a big responsibility
I gave OOU a role inside the brand: a part-time employee who looks after cake quality. Through character illustrations, OOU could show customers how to handle their cakes and bring a friendly voice to everyday instructions.
I gave OOU a role inside the brand: a part-time employee who looks after cake quality. Through character illustrations, OOU could show customers how to handle their cakes and bring a friendly voice to everyday instructions.
I gave OOU a role inside the brand: a part-time employee who looks after cake quality. Through character illustrations, OOU could show customers how to handle their cakes and bring a friendly voice to everyday instructions.
An identity people could take with them.
An identity people could take with them.
An identity people could take with them.
I created the name and spelling OOU, proposed trademarking the character name, and carried out preliminary trademark research. The character extended into cake decorations, merchandise and in-store graphics, giving Harucake a recognisable presence across different touchpoints.
I created the name and spelling OOU, proposed trademarking the character name, and carried out preliminary trademark research. The character extended into cake decorations, merchandise and in-store graphics, giving Harucake a recognisable presence across different touchpoints.
I created the name and spelling OOU, proposed trademarking the character name, and carried out preliminary trademark research. The character extended into cake decorations, merchandise and in-store graphics, giving Harucake a recognisable presence across different touchpoints.
02 / OOU’S ORIGIN STORY
Insert character sketches or story illustrations.
02 / OOU’S ORIGIN STORY
Insert character sketches or story illustrations.
03 / OOU AT WORK
Insert cake-handling illustrations or guidance signage.
03 / OOU AT WORK
Insert cake-handling illustrations or guidance signage.
OUTCOME / LEARNING
Customers frequently photographed and shared OOU illustrations on social media. Cakes featuring OOU’s face became consistent bestsellers.
Customers frequently photographed and shared OOU illustrations on social media. Cakes featuring OOU’s face became consistent bestsellers.
Customers frequently photographed and shared OOU illustrations on social media. Cakes featuring OOU’s face became consistent bestsellers.
© 2026 Lovelle Seo. Rights to client work are governed by the respective agreements.