Denise Allen has been a regular visitor to the flourishing blog ever since I met her at Grow Your Business in April of 2009 and we were delighted when a couple of weeks ago she asked us to create a new identity for her baking business. Denise currently trades her business as Cupcake and Cookie Central and has been working through the night to bake enough cakes to sell at Surrey and Hampshire Farmers Markets.
Having recently moved to Hampshire Denise is getting serious about taking her baking business to higher levels and is keen to stop the exhausting cycle of weekend farmers markets and build up the commissions.
Denise recognised that in order to stand out from the competition and attract the right sorts of clients she needed a professional and engaging logo. Her brief was to create something that was fun, professional and most of all, communicated the love and attention she puts into each and every one of her cakes.And so without further ado, I present to you Concept One.
Concept One
Personally I love the font, the colours, the spots (yes, probably too much detail when small, but it would work well without the dots too…) and the cute piping bag.
And here it is in context.
Concept Two
This one feels a bit more corporate and we’ve played on the idea of a doily framing the cupcake. It’s a much more slick take on what Denise has at the moment and the cupcake image and doily could be used elsewhere on their own.
Concept Three
This one takes a bit of a different turn. Denise was unsure about whether the company name should be Cupcake and Bake or Cup, Cake and Bake. Both have very different connotations and we promised her we’d try out one option with the comma. In our initial brainstorming we’d sketched out a few ideas with tea cups, but they didn’t make the grade. Instead a delicious font which just exudes the emotion that Denise puts into her cakes and a heart icon to reinforce the idea of love.
This logo would work just as well across two words: Cupcake and Bake as it does across the three, so don’t let that skew your judgement! And finally option 3 in context.
So now over to you. Denise has a clear favourite but we’d love to know what you think. Which one “speaks” to you the most? We’re aiming to move more upmarket than where Denise’s business currently is so it’s all about looking fun, professional and like the cakes have been made with care.
Caroline and Chloe have given me a trio of delight to choose from; I do have a favourite but think its important to concentrate on what’s best for the business, so i can’t wait to see the final result
Thanks Fiona!
D
You’re an absolute delight to work with Denise! So pleased that we are helping you after all this time. Seems like the best one is winning
Don’t like the spots in option 1 or the font in option 3 (looks a bit contrived rather than traditional).
Like all logo/design preferences I’ve based my decision on the immediate couple of seconds emotional response which is what consumers will do.
Great point Mike. It’s all about the subconsious and gut feel with consumers. Thank you for your input, as always, much appreciated.
Mmmmm – typography in 3. “Made with love” works too. Maybe stick a few lines on the box about Denise and her business – bit of background? Do I get a cupcake now?
Thank you Mark, much appreciated. As for the cupcakes… Caroline has already bagsied the next session to work with Denise on her postcards – on a promise of cupcakes. Will have to make sure I’m in the studio that day too I think…
I find the swirls of the last one send me into a reverie of just how nice these cakes might be and suggest a luxury treat. The other two are both very cute though.
Thank you Ruth – luxury treat is just what we’re aiming for, thank you.
Wow! What a difficult decision. Three beautiful designs there, flourish.
Right. I find concept one a bit too fussy, although I really like the piping bag. I think it also gives the false impression that all Denise’s cakes are pink, with fairies and butterflies and sparkle…and while those cakes are lovely, Denise also has many other “non-pink” ideas, and I wouldn’t want to put people off if that’s more what they’re looking for.
Concept 2: I have an irrational hate of doilies, so this one was never going to work for me! Also I’m not so keen on the more corporate image, I don’t think it’s an accurate representation of Denise and her cakes. I really like the font on “it’s a love thing” though.
Concept 3: my immediate reaction to this one was loving it! I much prefer “made with love” as a tagline, I think it demonstrates the whole idea of the love put into making the cakes much better. This links really with the heart, which is stylish and not sickly! However, I don’t like the name with the comma in, it just doesn’t seem to make sense to me. I love the font; really classy, and the swirls…they give a sort of subconscious thinking about icing…just love it.
Hope that all made sense, I tend to waffle on a bit…!
Thank you Lucie. Waffling much appreciated! Good point re: fussiness of option one. I also have an irrational fear of doilies so I’m with you on opt 2. As an accountant we felt that we should show Denise a more constrained option but I think that like you, option 3 is much more appropriate. Thank you.
I don’t like Option One as it looks a little cheep and does not reflect the quality of your product.
I think that Option Two has a very strong brand image and will work well, though not over sure on the colour options – would like to see a few more options on the colours given.
Option Three is very classy and is great, but the font is not the easiest to read.
At the end of the day it is your choice – but option three ‘screams’ quality and with a little tweak could be the one.
Thank you Jason. Option 1 was all about the “fun”, but I appreciate your point about it feeling downmarket. I think that the quality and detail should stop it feeling too cheap, but certainly when compared against the others it doesn’t feel luxurious. I’m thinking option 3 could be the one as well…
I like 3 more stylish..
a lady of taste
I was drawn to 3 it does have a classy feel, but 2 has a good cake logo very of the moment and thats what the business is about.
Thank you Sue. Good point though about the cupcake in the logo as cupcakes are very “now” but option 3 has more longevity. If Denise focuses more on, say, Macaroons, Whoopie Pies and traybakes in a few years time her logo will still work.
Love Concept 3, especially with the pink ampersand!
Thanks Rona, me too
3 for me too definately, more mature, love the heart and agree with Rona pink ampersand lovely. Made with love tagline is great, cupcake and bake works better for me than cup, cake and bake.
Enjoy the choosing Denise
x
Thank you for your input Elizabeth
Option 3 is certainly more up-market but bit concerned about making it cup,cake and bake rather than cupcake and bake. Loved the piping bag in option 1 and I felt it had a great 1950′s retro feel – also stylish in another way – all making me hungry!
Thanks Julie. Yes, I loved the kitsch feel of option one. Option Three could work (and indeed probably will…) very well as cupcake and bake so don’t let that put you off.
Option 2 is my personal favourite. It reminds me of the Baskins Robbins logo from when I was a child.
interesting… Perhaps it’s the colour scheme? Thanks for your input Ellis. Much appreciated!
I am not sure cup (comma) cake really works – I do however love the font and feel it works best with the cup cake and bake one on top of each other, just without the comma – sorry to put a different slant on it
I guess I prefer – made with love than it’s a love thing. Made with love makes me think it has a wider appeal – Hope that makes some sence
thanks Jay. Yes, I think made with love is a much more powerful strapline. Thanks for the input. I think Denise is also of the view that the comma has to go – great to hear you agree with her thinking and thank you for the thoughts, they really are very valuable. much appreciated.
Hello everyone…I’m so thankful to you all for the time you have taken to comment on Fiona’s post and in voting for your favourite design. If you’re anything like me, life is so so busy you hardly have time to think and so to make the effort to spend the time to read and vote on this is so much appreciated! Thank you.
Now most of the votes are cast, I think I can safely reveal that my favourite design was ALWAYS no 3! However, I will probably revert back to “Cupcake and Bake” without a comma… I’ve asked Caroline to make a few tweaks to the design and am due to meet her next week (complete with a box full of cupcakes – enough for you and your children Fiona!) and will finalise the choice then. I’m sure Fiona will update you with the final look.
Again, thanks so much !
Denise x
Thank you for being such an encouraging and open minded client
I think most of us at Flourish loved no 3 the most too so great news that the blog poll showed the same role. Phew!
Looking forward to the cupcakes…