CAKEY-BAKEY. Brand characters & Package Design

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The Challenge

The task was to create a series of characters for "Cakey-Bakey" bakery. It’s a place where the taste of home-made baking goods combines with the best quality. This family-owned place offers a wide range of baked sweets to eat inside or take home.

Studying the market, you can notice that the field of dining establishments is a largely competitive environment with establishments' branding varying from classical and unnoticeable to extravagant and unique.

So the task was to create a successful solution that would translate as well into merchandising success, with a design that will attract the clients and stand out among all the other brands out there.

The Solution

In a branding project, research and statistics play a key role to understand the exact needs of the market in order to come up with the most efficient solutions.

The main question which helped to come up with the idea for the project was: “If this brand’s product were characters with their own distinctive personality traits, how would they act, what would they look like and how would they spend their day.

Consequently, the products came to life with their own personality traits and characters. The main thing all of them are presenting are comfort, cosiness and joy the customers will experience at “Cakey-Bakey”. As a result, the brand received a whole world with its characters, storyline and new plots to be added.

Target audience of the brand are people, who would appreciate the taste of home made food and the cozy cheerful atmosphere: women and men 18-35 years old, mostly those, having kids. Therefore the decision was to make one of the characters a grandmother, to convey the feelings of home, comfort and being well-fed, and the others to be the children the clients' kids might want to associate themselves with — playful, funny, curious and loving.

So, here is Granny, a piece of pie, and her grandchildren: Sannie and Sanna, twins-croissants, and their elder sibling, Cinny the cinnamon roll.