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