Monarch Cupcake is a new cupcake shop opening in an exclusive district of Tokyo, Japan. The brief was to design a logo that would represent the high class world of fashion surrounding where the shop is based, and also the product itself.
It was made clear from the start that the client did not want a logo that was simply a cupcake illustration, as this is a concept that has been overused and would not be memorable or unique. The solution was to create a typographic symbol for the logo, combining the M and C, as is often done in fashion labels. The ambigram was then encircled within a cupcake wrapper, one of the most easily identifiable elements of a cupcake.