A bakery concept with plenty of charm in mind but nothing yet built to carry it. Ellie's needed an identity from the ground up - sweet without tipping into sugary. The mark pairs a flowing script signature with a structured, small-caps "Baking Co." lockup, restrained by a palette of dusty blue and soft blush so the feel stays considered rather than cheesy. From there, the system carried across the full storefront experience - door and window decals, a hanging sign, and packaging for pastry bags, boxes, and to-go cups - so the shop reads as polished as the treats inside it.