We kicked off our process with some research, running the Cake co-founders through a few brand exercises and probing about their vision for Cake. While our clients were definitely looking for a feminine brand, they wanted to steer clear of stereotypes and instead promote that there’s no one way to be a lady. (Don’t you love that?) They wanted the brand to feel relaxed, yet professional; one that would encourage a lifestyle where work is balanced with the rest of one’s life.
With these sentiments in mind, we presented three moodboards to our clients so they could see potential design directions in application and give us feedback early on in the process.
Our clients indicated they were looking for a wordmark rather than a pictorial logo to avoid being confused with a bakery. Based off our client’s moodboard feedback, we presented first round wordmarks that were primarily chunky with rounded edges to create a soft, bold, and friendly feel.
We presented four options with different wordmark lockups to show how each one might be applied in practice.
They really loved the last direction below with the custom kickin’ K!
We also presented three typeface combinations for our clients to consider. We presented the combinations in “style tiles,” which use a mock website design to show the typefaces in action. We also used this opportunity to get some feedback on the illustration style so we’d know what tweaks to make moving forward.
Our client loved the revised logo and particularly loved the second typeface combination (Din Condensed and Asap) as a complement to the logo. Since Din is taller and sharper, the rounder, more friendly logo would make sure the brand stays grounded and approachable.
And they thought the illustration style was just the ticket! We created a small set of illustrations for use across all of their collateral.
With the logo and typeface selections finalized and the illustration style locked down, we turned to the color palette. Our clients loved contrasting softer colors with deep, darker jewel tones. We love a good pop of color and were psyched when our clients did too. We landed on a bright neon yellow that contrasted well with the deeper jewel tones. And with that, the branding portion of the project was complete!
With all the brand elements finalized, the remainder of the project was a matter of execution, feedback, and revision. For each page of the website and the print deliverables, we presented multiple visual directions and went through a few rounds of revisions to get everything just right.
With the project complete, we finished by advising the Cake co-founders on how to print all their materials and which vendors had the best rates. Cake’s dynamic duo was a dream to work with, and we can’t wait to be first in line at their space’s opening reception!