I Cake you is where the heart of your childhood beats. The homey taste of handmade cakes and cookies, savory tarts, hard to find cereals and heavenly milkshakes is like going back to wherever home is, as the store’s motto Home at first bite expressively indicates. The brand’s identity design process was stimulated by the owners’ taste for pop culture, the place’s fun character and the American touch it brings to the center of Athens. All were taken into account and translated to a burst of bold colors and childlike lightness. The logo, resembling a handwritten flirty note to a lover, unveils the passionate connection soon to be created with the brand. The graphic solutions were applied on multiple branding elements such as the storefront, business cards, product packaging and plenty of marketing material. The vinyl record’s sleeve-like menu design makes reference to Britney Spears’ famous hits while displaying all the delicacies on the back cover. Extra tidbit: there is a real vinyl inside the sleeve!