[email protected] +44 (0)207 354 4150 honey.co.uk

[email protected]
+44 (0)207 354 4150 honey.co.uk
11 wins, 8 years
The Cake Academy
Creative Strategy, Branding, Packaging Design, Digital, Photography
Background
Food Utopia became a new business in August
2014, a spin off from the 2 Sisters Food Group
composed of a salad factory and bakery factory
that supplied products for private label to the
multiples. The bakery, more challenged than
ever by the shaving of their margins, wanted
to create a brand in order to add value and
grow the business.
Honey were briefed to create a new cake brand
that was appropriate for D2C delivery, and that
could be stocked in the supermarkets. With no
marketing team at Food Utopia, Honey were
tasked to take the strategy and planning lead.
The Cake Academy
Creative Strategy, Branding, Packaging Design, Digital, Photography
Our Strategy
With a distinct need for differentiation and
the popularity of The Great British Bakeoff at
it’s peak, we questioned what more the brand
could be than just cakes – leading us to a sharp
commercial brand vision; all things cake, for
all occasions.
Our strategy was to create a brand that could
stretch much further than just cakes, and
become a trendy home-ware brand – a focus
on the future and all the potential of the new
cake brand.
It was obvious that in order to create a brand
with clear differentiation and desirability,
illustration needed to take center stage: icons
in a particular style could be used to define
the brand through a particular aesthetic style
– taking key contemporary designers’ (such as
Orla Kiely, Kath Kidston and Emma Bridgewater)
approach to branding, design and retail as an
example as inspiration for our brand vision.
The Cake Academy
Creative Strategy, Branding, Packaging Design, Digital, Photography
Identity Development
The brand mark reflects a ‘house of baking’, focusing
on the wealth of skill in the Academy and is hand drawn,
nodding to the fact that all the cakes are hand made.
The house acts as a company shield, higlighting the
heritage and pride at the heart of the brand.
The Cake Academy
Creative Strategy, Branding, Packaging Design, Digital, Photography
The Cake Academy
Creative Strategy, Branding, Packaging Design, Digital, Photography
Development of an
illustration style
Integral to the project was to design around a set of visual equities
that could work across a broad range of touch-points – from
the tiny to the huge, from the physical to the digital. The design
needed to be very flexible and desirable – with a number of
different elements installed for use online, on pack, for marketing
and merchandise.
The icons in the logo, which we illustrated by hand, form the base
of the visual identity with collections of icons allowing for seasonal
and occasional differentiation. They’re also really flexible and can
be used applied creatively across touch-points. The colour palette
was formed of two core brand colours – grey and teal, with further
colours of cream, coral and powder blue to complement the set,
resulting in a refined and premium look. We also created additional
brand marks, such as the ‘seal of approval’, to heighten the craft
of the product.
The Cake Academy
Creative Strategy, Branding, Packaging Design, Digital, Photography
Development of a
photography style
It was clear from the outset that the photography
for the website would have to be quite minimal to
prevent the set and the cakes from clashing.
With all the creativity in the sugar-craft the
cakes are able to sell themselves, which is why
we set a “whiteout” style for the surfaces and
backgrounds.
The Cake Academy
Creative Strategy, Branding, Packaging Design, Digital, Photography
The Cake Academy
Creative Strategy, Branding, Packaging Design, Digital, Photography
Designing the website
Our design for digital has created a “perfectly imperfect”
e-commerce website that is as approachable and fun as it
is crafted, avoiding the lack in personality that is commonly
seen throughout the e-commerce category. The brand as
as strong online as it is in real life.
Honey’s approach to delivering complex digital platforms
is to partner with an agency that have the credentials to
create exactly what our clients need, with Honey taking
the strategic and design lead.
Please take a look at www.thecakeacademybakery.com