Send A Cake
Brand Strategy, Visual Identity and Brand Guidelines
Send A Cake delivers delicious cakes and treats in packages that burst open with a kaleidoscope of butterflies and other joyful surprises. Their brand grew quickly and organically in recent years, so we partnered with them to re-envision a brand that would resonate strongly with their current audience while appealing to a younger one. The results were tastier than a chocolate lava cake!
Role: Associate Creative Director at Tether
After an in-depth immersion and brand audit, the team came back with an updated brand story and consumer-facing messaging. From that base, we crafted a comprehensive visual identity, robust logo exploration, color palette, typography and supporting graphics that hit a long list of emotional and functional benchmarks. Equipped with a new recipe for success, Send A Cake took the party to the next level.
We presented several logo concepts (both abstract and literal) around the idea of surprise and parties. In the end, Send A Cake determined that the flying cake was central to their identity —representing quick delivery, whimsicality and of course cake! We delivered an energetic, streamlined new mark (minus outlines and box) with updated colors and typography.
