JOY TO THE PEOPLE
Cakehead have been creating incredible cakes and bakes from their cakery in Rutland since 2004. In 2019, they decided to really bring their mission to ‘bring people joy through cake’ to life and approached us create the branding that would bring how they go beyond baking to life. What followed was one of the most rewarding – and tasty – projects we’ve worked on.
On packaging, in retail and digitally, the brand had to really deliver the same deliciousness that Cakehead’s products do. From colours and designs to photography and packaging, we aimed to make everything irresistible. We took cues from the Cakehead kitchen, using swirls of chocolate, smears of icing and dustings of flour to create a visual language along with a whole set of makers marks to add a little light-hearted fun. Even the language we used was written with a happy and enthusiastic face-to-face conversation between brand and customer always in mind.
While we created the Cakehead branding primarily for a real world environment, having the launch scheduled for early 2020 just as the pandemic hit, we soon got to test how it would stand up to being a purely online brand too. The answer turned out to be ‘very well’. In response to lockdown we created a sub-brand called Cakeout in less time than it takes a cake to rise, retaining all the joy and passion for quality cake that Cakehead has, but delivering it direct to people’s homes, just when they needed it most.