Colour! the introduction of colour should develop the design much further, and hopefully not being too complicated work on a variety of scales. I learnt from a previous identity (MWA) that applying too many tones and colours to a design, just loses the justification and effectiveness of the design.
The spiral added to the design adds a little more depth without over complicating the design, with a little more subtle detail to the design. The colours decided are collected from various colour combinations and pastel colours related and associated with the target audience and field, delicate and simple, relaxed and approachable. Blues and turquoises in addition give a feminine feel, but not too much ignore a wider audience.
With 4 colourways decided on the logo, development further now is needed to take this brief further. This being one of the most successful identity briefs so far, it would be strange to stop now without exploring other printed potential and consider screen. Website layouts? packaging/bags/boxes for cakes? applying to stationery?
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