2024
CakeRush
Branding
Background
CAKERUSH is the ultimate sweet-tooth’s dream; an online cake brand that’s all about celebrating life’s little (and big!) moments with flair, flavor, and fun. When I jumped into this rebranding project, the goal was simple: make the brand look as joyful as biting into a perfectly frosted cupcake. It had to be fun, inviting, a little cheeky, and absolutely bursting with color, just like a great party should be.
Core problem
The original brand visuals lacked consistency and didn't fully express the excitement, quality, and personality of CAKERUSH’s offerings. Despite their cakes being crowd-pleasers, the design system wasn’t delivering the same level of "wow." The challenge? Craft a visual identity that screamed celebration while still feeling polished and professional, something that could speak to a broad audience, from birthday party parents to last-minute celebration shoppers.
My Process
Moodboarding & Visual Exploration: I curated visual inspiration from party supplies, candy packaging, and children’s book illustrations to find a look that was energetic yet cohesive.
Color Palette Development: I mixed up a recipe of candy-colored tones; pinks, mints, yellows, and blues, to create a palette that felt like a sugar rush in the best way possible.
Illustration & Iconography: Developed a playful suite of icons, to bring a friendly, whimsical feel to every touchpoint.
Packaging & Merch Extension: Extended the branding into physical goodies like tote bags and t-shirts, so the joy of CAKERUSH could be worn and carried everywhere.
Key Actions Taken
Vibrant Visual Identity Overhaul: Introduced a cheerful, color-packed brand system featuring a vibrant pastel palette and fun, dynamic layouts to evoke celebration at every glance.
Whimsical Icon Suite: Crafted a custom set of party-themed icons to support both digital and print designs with a cohesive, joyful tone.
Integrated Brand Messaging: Incorporated playful taglines and phrases that not only reinforce the brand’s purpose but add a conversational, friendly tone to everything from website banners to box sleeves.
Photo Styling Direction: Ensured cake photography was styled like a visual feast, treating each baked good like a centerpiece; edible art that deserved the spotlight.
Outcomes
Stronger Brand Recognition: CAKERUSH now has a distinct visual language that instantly communicates fun, quality, and celebration.
Emotional Engagement: The playful tone, vibrant visuals, and lovable mascot deepened emotional connections with customers, encouraging loyalty and repeat purchases.
Expanded Brand Universe: By extending the identity to merch and packaging, the brand became more than just a cake store; it became an experience people wanted to share (and photograph!).
Improved Versatility: The new brand system is flexible across digital platforms, print, and social, with cohesive elements that tie everything together; whether it's an Instagram post or a birthday card insert.
Sweetened User Experience: With clearer visual hierarchy and cheerful messaging, users could now engage with the brand more effortlessly, and joyfully.
