Rachelrax is a homebaker specialized in creating one-off made to order cakes for any occasion.
The visual identity is informed by the nature of the business—cakes—taking form from the cake's cross section as a basis in creating a set of supporting graphics. Baking actions such as 'whisking', 'rolling', 'squeezing' are visually expressed into abstract shapes for the patterns. The intention of using an illustrative girl logo is to further emphasise Rachel as the 'face' of Rachelrax cakes. A set of 3 promotional posters explores the relationship and behaviour between humans and cakes.