Building brand foundations, with design

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Brand Strategy
Positioning
Messaging
Identity
Design

The Cake Solution

Outline

The Cheesecake Shop which originated in Australia offers a variety of cheesecakes, mud cakes, sponges and desserts with stores across Nottingham, Leicester and Birmingham UK. The business was recently bought out by two midlands based businessmen who both have a passion for cakes and took over the existing 8 stores. Having built up a loyal customer base of cake fans the recent buy-out provided an opportunity to rebrand with a new visual identity and extend its vision and reach to a new audience and drive to take the business across the UK.

Previously known as the ‘The Cheesecake Shop’ the name was often confusing as customers naturally thought that the company only sold Cheesecakes. However, the company offers a huge variety of handmade and custom cakes. It was imperative that the new name reflected this diversity. The Cake Solution was born.

The Cake Solution

The Mission

To help The Cake Solution craft and build a brand identity and design that was aligned to their mission. There was also a need to rethink their approach to their business marketing and overall visual design.

Our approach required us to dig deep and take a cohesive look at every touch point and the impact that each could have. Through deep conversations and a brand design strategy we crafted a visual identity that would help to reposition the company as a provider of more than just cheesecakes.

“The whole process was valuable. We look forward to our long term collaboration.”

Dillan Shikotra, Director, The Cake Solution UK

Challenge
We translated and facilitated the vision of The Cake Solution and its SLT by running comprehensive brand strategy sessions to lay a foundation for the rest of the engagement.  The brand needed to appeal to a loyal, existing customer base and have the ability and flexibility to extend and grow, whilst maintaining its reputation. Future plans include a franchise model to take the brand to other areas of the UK. Understanding the brand’s positioning was key to ensure it maintains consistency and has the ability to work across all future design and marketing initiatives.

Outcome
Count Creation worked with The Cake Solution to build a brand and marketing strategy. Together through the carefully constructed strategy sessions, we developed a positioning brand statement and understood the target market through customer personas. We developed the tag line ‘for all occasions’ to reflect the value that the company was offering through its product range and experience and the fact that their products can truly transform an occasion. Following the strategy sessions and armed with this insight, the design phase of the engagement could now begin in the right way, to shape and ‘build’ the visual brand for the business.

Director of Count Creation, Amit Patel facilitated the in-person workshops with the Directors and SLT teams. We surfaced key attributes of the business to  understand the target audiences. This process helped to prioritise short, medium and longer-term goals, laying a foundation for the branding, design and messaging strategy for The Cake Solution.

Understanding the customers was key to create messaging that was aligned with the brand. The team had a wealth of knowledge and collectively, we extracted this to ensure everyone involved was on the same page. We gained clarity around the target market, demographic, their needs and wants through user personas.

The Cake Solution
The Cake Solution
The Cake Solution
The Cake Solution

Define the Brand
Through a series of exercises in the brand strategy sessions, we refined the key pillars of the brand which helped to inform the look and feel of the company. We were able to give the brand a personality that was exciting, creative and fun. It was important to communicate that the company offered much more than cakes.

Brand Identity & Design System
Count Creation developed a new identity system. To avoid disconnect with the existing customer base, this needed to be more of an evolution rather than a revolution. Every customer touch-point needed to be reflected of the new brand. In addition to a new, fresh new logo identity, a colour palette and complimentary typefaces were selected to help create a cohesive look, feel and experience for customers across all touch points, both in-store and online.

To accompany the new identity and assets, a comprehensive branding style guide was created to house all brand standards and ensure consistency can be managed throughout various teams within the organisation.

We later applied this visual design approach to various campaigns and both internal and external communications.
The rebrand included new external and internal signage bearing the new company name, development of a new strapline ‘for every occasion’, upgraded interiors and signage with digital displays a new website experience, as well as the introduction of a range of new, exciting cakes.

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