For coffee shops.
Cakesmiths is a UK-based B2B online bakery, renowned for crafting high-quality, handmade cakes, traybakes, and pastries—serving coffee shops across the UK. Their previous brand felt tired, dated, and inconsistent. We collaborated with them to develop a fresh brand identity system that aligned with their strategy and strengthened their position in the market.
Industry
Food & Drink
Services
Brand Identity, Packaging, Website Design , Print, Facade Decals, Interior Decals
Year
2024
Client
Industry
Food & Drink
Services
Brand Identity
Packaging
Website Design
Print
Facade Decals
Interior Decals
Year
2024
With thanks to
Illustrations by Hannah Robinson
Photography by cakesmiths
Think Drinks provide an extensive variety of cocktail bases that are used by hundreds of bars and restaurants, expanding menu options, boosting profits, and lowering waste all at the same time.
A ‘slash’ device and sub brand marks already existed within the current identity system, which is something that the team wanted to keep for brand recognition. Our approach was centred around the organising idea of unleashing the power of possibility, which gave the current assets a purpose and ultimately formed the framework for the new identity system. We rethought the way the slash would function, applying it to packaging, recipe cards and created a simplified version for digital application. The colour palette is drawn from the vibrant, colourful bases and complemented by a bold typographic system, making it easier for bar staff to easily identify the products and create a brave brand world that challenger brand Think Drinks could live in.
We partnered with Cakesmiths to refresh their brand identity system, ensuring it aligned seamlessly with their new strategy and their refined positioning as ‘for coffee shops.’ With cake at the heart of everything, we developed a cohesive and modern visual language that elevated their presence in a competitive market. We refined their logo, introduced a vibrant yet sophisticated colour palette, and designed versatile typography and packaging templates—all with a strong focus on a digital-first approach. To further enhance the brand’s warmth and artisanal feel, a new set of handcrafted illustrations by Hannah Robinson was created, adding a unique, handmade touch that reinforces Cakesmiths’ commitment to quality, craftsmanship, and café culture.
