Celebrate the Everyday
As a beloved California bakery, SusieCakes knew they had delicious treats that the rest of the country would enjoy. While they updated their operations to accommodate online national sales and delivery, we went to work refreshing their brand strategy and website.
We immediately narrowed in on the sincerity and authenticity within the story of the founder, Susan. Her classic family recipes passed down for generations may not be reinventing cakes or the category, but more importantly, the brand delivers on a simple promise: bake the best-tasting, timeless versions of our most-loved desserts.
Brand Strategy + Positioning
Brand Guidelines
Tone of Voice + Messaging
Art Direction
Web Design
We redefined their local and national audience as thoughtful consumers and gifters who know that life’s everyday occasions are reason enough to celebrate. The positioning was created with them in mind. The brand delivers made-from-scratch desserts which don’t require flashy trends or fussy flavors to make a statement, because our most satisfying experiences deserve a simple, homemade touch. SusieCakes is the secret ingredient in bringing people together.
The new website clearly communicates the brand’s commitment to excellence while retaining the warmth and personal care found within the local, in-bakery experience. We refined their existing brand assets and developed a new suite of badges, icons, and modules. The brand’s art direction connects the past with the present through black & white photography highlighting celebrations. We seamlessly married everything with the original logo to capitalize on its legacy and familiarity. Updating the UX/UI design was paramount to ensure a smooth ordering experience. Above all, the site makes buying a treat for yourself or a loved one literally as easy as pie.
Agency: Frank Collective
Associate Creative Director: Lizzy Watkins
Designer: Sophie Curalli
Strategist: Luke Horvath
Copywriter: Michael Powers
Photography: © SusieCakes
