BRAND IDENTITY | BRAND STRATEGY
Branding Design for a Luxury Wedding Cake Designer
THE CLIENT
Jasmine from Sugar & Stories came to me for a new brand identity. She is a luxury wedding cake designer based in London - creating artisanal wedding cakes reflecting her couples’ unique love stories. She has a passion for authenticity, artisanal quality and complete and utter romance!
THE STRUGGLE
Jasmine came to me when she felt she’d outgrown her previous branding which she’d bought as a template over 8 years ago. It didn’t reflect the elegance and quality that the brand had become known for and as a result of this, she was getting pushed back on pricing from potential clients who thought her brand was of lower quality.
THE GOALS
The ultimate goal was to take the brand to the next level to attract clients who understand the value in Jasmine’s exquisite service. Elevated branding that tells her story and is aligned with her premium offering and to create consistency and elegance through every touchpoint.
BEFORE
A template brand identity that Jasmine had outgrown and was no longer reflecting the brand.
About the branding design.
The luxury branding design I created blends a classic, customised serif font with delicate peony linework, reflecting the elegant and romantic feel of the brand. The interlocking of the ‘G’ and ‘C’ characters is a nod to the union of marriage and the customised letterform of the ‘R’ gives the logo a unique edge.
The primary and secondary logos, along with submarks, incorporate these elements to ensure a versatile but consistent brand presence across all touchpoints.
How I used my signature ‘ICONIC’ Framework to transform the brand
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In-Depth Discovery
I used my discovery process to dig deep and get an understanding of both the business and Jasmine’s personal values - it was important that what I created was aligned with her life and personal goals too.
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Creative Strategy
So that every design choice was made with purpose, I created an in-depth brand strategy document giving Jasmine a long-term plan outlining how the business will present itself to consumers and differentiate itself from competitors
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One-of-a-Kind Design
Jasmine’s brand is one-of-a-kind and I used elements personal to her and her brand to create the visual identity - the inclusion of peonies in the design signified romance and love, and they also happen to be Jasmine’s favourite too.
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Nurtured Client Experience
With my tried and tested process, I was on hand at every step of the process to guide Jasmine and help her business get the most out of the branding experience. We are still in regular contact and I’ve made a new business bestie in the process!
“From the beginning of our discovery call it felt like you were interested in tailoring the project, rather than just getting the sale. I just knew you were the right person for the job! I feel the deliverables I ended up with are more than what I thought I would get - you seemed to just keep on going until you had delivered what you perceived to be a complete brand, which I really, really appreciate.”
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— Jasmine, Sugar & Stories
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“From the beginning of our discovery call it felt like you were interested in tailoring the project, rather than just getting the sale. I just knew you were the right person for the job! I feel the deliverables I ended up with are more than what I thought I would get - you seemed to just keep on going until you had delivered what you perceived to be a complete brand, which I really, really appreciate.” ✽ — Jasmine, Sugar & Stories ✽
THE TRANSFORMATION
Jasmine now has a luxury brand identity that aligns perfectly with Sugar & Stories' mission to transform love stories into unforgettable, artisanally crafted cakes that tastes as good as they look.
The new brand identity not only enhances the brand's appeal but also solidifies its position in the luxury wedding market, making it instantly recognisable and memorable.
THE RESULTS
Jasmine has been seeing real, tangible results since the rebranding process. Her absolutely incredible work now has branding that truly reflects the essence of what she offers, so it's no surprise that she's now getting enquiries and bookings from her absolute dream clients.
“The quality of enquiries I’ve been getting since the rebrand is insane! I obviously knew I needed a rebrand, but seeing the enquiries I’m getting now, it’s crazy! I’m ecstatic!””
Are you ready for a brand identity that finally reflects the high-end services you offer?