Süss Cake Studio
By strategically developing your brand, you will know everything about your business and be much more likely to build a successful one that has integrity and can weather a storm. Here, we talk you through the process where the brief was to reimagine the idea of sweetness for this new online cake studio.
All too often, 'sweet' is a word associated with the unhealthy eating of a guilty snack. We wanted to change that through the brand identity for Süss Cake Studio that specialise in the curation of natural dessert tables, wedding cakes and bespoke celebration cakes for private and company events.
With lockdown(s) not permitting any events, first of all, we looked at our clients' brand personality, positioning, and story, and helped her to define her goal setting. We then shared all findings with our type designer, who grasped our client's brand values, mission, and story. The word SÜSS translates from German to 'sweet', a nod to our founder's German heritage. As this is a British business, we were concerned that the pronunciation of the word by people who don't speak German would be undermined because of the phonetic emphasis on the Ü. However, after research with a native German speaker, we chose to continue with the word Süss because of the pleasant look and feel, its translated meaning, and the personal meaning that it carried to the founder. Jo created three different typographic studies that would speak our clients' values:
Custom type, colour, imagery, copywriting and illustration all communicate feelings, concepts and moods. Once our client had approved the typography and colour, our team created colour palettes that would set our client apart.
Once we completed the brand identity, our designers and copywriters got to work on creating a logical system for the marketing materials, feed, stories and website. The challenge was still to change the perception of a desert from being associated with something soft and cutesy to something that has more bite so we collected and illustrated imagery that struck the right emotional notes to create a logical system for SÜSS' marketing materials, feed, stories and website.
Again, working with findings from the research phase, we developed and distinguished SÜSS' main brand pillars, which were integral to creating beautiful, editable social media marketing templates that we can work with. Here, Alexandra created free, playful illustrations influenced by the cake tables that SÜSS Cake Studio offers.
We then displayed how her brand could look on printed materials and provided her with all the artwork for stamps, cake boxes and more:
“I saw the chance to work with Alexandra Lunn Studio in giving my brand the meaning it deserves and to create a branding package that would be sustainable for my company, and an identity that I could always relate to and rely on. I am delighted with the outcome.”
– Julia Aden.
Set your business up for success by investing in branding from the start.
