This was a proposal for an Identity for a small Cake baker in Dublin. This lady's baking, aswel as the company itself, is very feminine. She also likes to show to people that although her cakes are sweet and very tasty they are also healthier then most and suitable for people with many dietery requirements (all her cakes are Gluten Free for example!).
I felt that a retro, typographic approach would make you think of Afternoon Tea time, enjoying the baking in style; while the candy pink colour would suggest this is something new, young and hip.
The background image of the website would change and show the beautiful cakes made by SFB.
