Badelia’s Uncommon Confections
Brief — Develop a new brand, packaging, and e-commerce site for a domestic kitchen based pastry wholesaler.
In 2026, I was approached by my neighbor and Portland-based pastry chef Amelia Lane to brand her new venture, Badelia’s Uncommon Confections. Her introductory product is a line of “Chocolate Salami” flavors. Because of the uniqueness of her product, it was essential we find a way for her to fit in amongst the fine products sold at artisanal shops around Portland while also making clear to potential customers what exactly was for sale.
Role / Project Lead
Skills / Brand Identity / Logo Design / Label Design / Product Photography / Shopify Site
Team / Jess Leftault / Becky Solomon, Technical Lead / Amelia Lane, Founder & Owner, Badelia’s Uncommon Confections
Translating Amelia’s Story
When we first met to discuss the brand, Amelia told me a story about the name behind this brand. She, like many children of the 80s-90s named Amelia, was often called Badelia by friends and teachers growing up. But, Badelia became a story in her head of an Innkeeper at a European Villa who welcomed men from all over the world. These male personas became the inspiration for the different chocolate salami flavors she created.
From this story, we identified the feeling of the brand: old-world, artisanal, luxurious flavors, feminine, romantic.
As a starting point, these mood boards and color options helped us define the personality of the brand.
sweeten your charcuterie
The Logo & Label Design
While the logo was essential to the brand, other elements developed during the label design process were necessary to fully express the story Amelia had written about her brand. The male personas she was using for each flavor all happened to have certain hats associated with them. The hat icons tell more of the story than the logo can on it’s own.
Typography
For the typography, I turned to the essential feminine classic, Mrs. Eaves. It’s sophisticated letterforms lent itself well to the heritage feeling of the brand.
Color Palette
Color was essential for creating differentiation between each product so as people become familiar with the flavor, they know to look for the color first.
Branded Content
With a label and logo locked in, we began creating several pieces of branded content including an in-store sales flyer, business cards, and eventually an e-commerce website.
Business Cards
Using Amelia’s headshot, I created a custom profile image using similar flourishes as the rest of the brand.
Retail Display Cards
Because of the uniqueness of the product, anywhere Amelia tried to sell needed some basic information for potential customers. We created a series of flyers for this purpose.
Shopify Website Design & Build
As her brand came together, Amelia was ready to take the very barebones landing page I created for her and upgrade it to a Shopify site to sell products online.
To really see how it came to life with the help of my partner and technical lead, Becky, click below to visit the actual site.
