Brand strategy + design for people who feed people

a rebranding that takes the cake

MY DELIGHT CUPCAKERY

 
 
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challenge

Mother/daughter team Melinda and Naomi Moreno broke into the boutique cupcake scene early on and made a decent name for themselves with a great product, but they were tired of taking a back seat to companies with killer branding, like Sprinkles. Naomi, a formally trained pastry chef from Le Cordon Bleu College of Culinary Arts, was no hobbyist turned shop-owner. This was her passion, and the brand needed be as impressive as her baking.

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honoring the craft

To capture the gourmet quality of Chef Naomi’s work, we shifted the focus from “cupcakery” to “My Delight,” implemented a bolder type treatment that recalls classic artisan bakeries, and added simple iconography to suggest that a My Delight creation is not just a cupcake, but edible poetry.

 
 
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words to live by

We supported the visual elements with carefully selected quotes from great writers, philosophers, and artists all speaking to the importance or role of delight in our lives to really drive home the idea that the My Delight brand is an emotionally-driven experience.

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happier holidays

Promotional materials for holiday menus support the concept that My Delight makes any occasion a true event. Special flavor menu posters build anticipation and greeting card giveaways reward those who buy “delight” by the dozen.

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sweet anticipation

Custom packaging builds excitement around the experience of indulging in My Delight creations.

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delight online

In order to capture the My Delight experience online, our website redesign focused on…

  • Improved product photography
  • Better presentation of content—especially the menu
  • Incorporating textures and patterns reminiscent of their packaging
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love to your own devices

By designing with mobile in mind from the start, the website ensures that mobile presentations are a top-notch experience.

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extraordinary every day

Branded social media post images encourage customers to turn every day into a special occasion.

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Results

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ELEVATED BRANDING

A thoughtful redesign is a better reflection of exceptional product offerings.

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BETTER USER EXPERIENCE

A responsive design that communicates content and brand effectively entices customers.

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INCREASED ENGAGEMENT

Continuity of the branding in the social media realm increases followers and interaction.

 
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A star doesn't shine if the stage isn't set properly. An exceptional product demands an exceptional brand.

 

Need more convincing? Check out one of these success stories...