Case Study

Caking

Where Celebration Becomes Art.

Overview

Caking is a boutique cake brand that transforms the art of celebration into an elevated experience. With a passion for craftsmanship, premium flavors, and an artistic approach to cake-making, Caking needed a brand identity that would reflect the creativity and care baked into every product.

Challenge

The challenge was to create a brand that moves beyond typical bakery aesthetics and positions Caking as a creative lifestyle choice. The identity needed to capture the essence of artistry and sophistication while remaining warm, inviting, and accessible to customers seeking memorable celebration moments. We had to balance playfulness and elegance to build strong brand recognition and market differentiation.

Solution

We crafted a visual identity that merges softness and structure through a custom wordmark and the tagline “The Cake of Art.” A pastel palette of blush peach and muted lavender, enhanced with Disco holographic foil, creates a soothing yet artistic aesthetic. Typography, using Slivonia Soft, balances creativity and approachability. Packaging elevates the unboxing experience with matte finishes and holographic accents, while social media embraces bold, celebratory messaging, turning every cake into a shareable, emotional moment.

Crafting a fresh and fun salad bar for Gen Z.

We designed a bespoke logo that merges softness with structure, using a custom wordmark inspired by handcrafted details. The brand tagline, “The Cake of Art,” further cements Caking’s positioning as a creator of edible masterpiece.

The choice of vibrant colors symbolized energy and freshness, aligning with the brand’s focus on health and fun.

The dynamic patterns with organic shapes drew inspiration from fresh produce and the lively atmosphere of a juice bar. These patterns were used across various brand assets to add visual interest and excitement.

The verbal identity was an essential part of the brand, using trendy Gen Z sayings and food-related wordings to create a fun and relatable experience. Phrases like "I'm saucy" and "From the land to your hand" were integrated into marketing materials, in-store signage, and social media content, enhancing the brand's appeal and connection with its target audience.

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Case Study

Caking

Crafting a fresh and fun salad bar for Gen Z.

We designed a bespoke logo that merges softness with structure, using a custom wordmark inspired by handcrafted details. The brand tagline, “The Cake of Art,” further cements Caking’s positioning as a creator of edible masterpiece.

Custom Brand Labs.

Custom
Brand
Labs.