A Tasty Little Brand for Cake Creations by Emma & Tamara
"The great thing about cake is it doesn't feel like work. You forget about work. Kids, adults they all get the same look in their eye when they're decorating cakes...that's the magic right there." - Duff Goldman
Woohoo! I am so happy to share this recent brand identity for sisters Emma and Tamara, over at Cake Creations by Emma & Tamara. These girls are no strangers to holding down fulltime jobs while indulging in their creative urges in a side hustle business, selling custom made cupcake toppers. But they were ready to pump up their business venture, and wanted a completely new brand with a name change, new look and fantastic new services catering to locals in their hometown in Sydney, Australia.
If you haven't already caught on, Cake Creations by Emma & Tamara is all about that cake! And the cupcakes and the cake toppers….well I think you get the drift. Their love of baking came about growing up with a mum who loved to bake! As they got older and had kids of their own, their passion continued to grow and they started baking for family and friend's special events.
Being in the cake business, Emma and Tamara wanted their brand to be fun. I mean it's not a party, unless there's cake, right? They pride themselves on their innovative designs and fun and unique custom creations. But at the core of their business, they wanted to ensure their customers know that they are getting beautiful, quality ingredients.
I was so pumped when I saw the bright and vibrant Pinterest Moodboard the girls put together for me. I knew instantly the main feature of the brand would be vibrant, feminine colours. But there were other elements such as beautiful typography, fresh flowers, and contrasting blacks and whites patterns. There was also a unique touch - damask and lace. Not something I see a lot of, especially paired with a bold design aesthetic. But I'm always up for a challenge!
My concepts for Cake Creations pulled one or two different design elements into each - I didn't want to put everything into one design because it was simply too much for one little logo to handle. This is why it's so important for me to do the client discovery part of my process - so I can get to understand the feel of the brand, not just things like specific colours or patterns.
Emma and Tamara were torn between Concept #3 & 4, but decided to go with #4. It had more of the elements of a professional and classic design and they felt it would be easier to use as a brand. We did some colour tweaking and ditched the colour option for a monochromatic black, white and grey design. We were going to add colour to the brand through other brand elements instead.
The alternate logo echoed elements of the primary logo design.
I developed brand elements for this Cake Creations, that would help bring the brand to life and that could be used across all their marketing and client facing materials.
I rounded off this brand with some eye catching Thank you cards...
...and a gorgeous new Facebook cover that will set your mouth watering!!
No word of a lie, my mouth was watering the whole time I was doing this brand! I'm sure I piled on the pounds just thinking of all the delicious, dripping icing! This brand was all about looking professional, while keeping it fun and I think the final brand says exactly that!
Be sure to check out Cake Creations by Emma & Tamara over on Facebook and show them some love!
Professional branding can be the difference between being taken seriously or staying in Amateurville. If you're ready for your business to level up, and you love my design aesthetic, let's start chatting! Hit up the contact page and tell me your plans for taking over the world….in your industry (like world domination by soap making and stuff like that!!)