Kute Cake is an artisan cupcake start-up that is going to make you wish you lived in London. They turned to IWANT design for branding, design, and packaging to make them stand out on the sweets front.
“Cupcakes are everywhere right? So how do you make a small artisan product cut through? Kute came to us at the end of 2014 to help them with their packaging. They had been through a long and expensive branding process, they had an identity but weren’t overly enthusing about it, whereas they gushed endlessly about their product—and rightly so. After a little convincing we agreed that they needed to re-think the brand so they could be as excited about that as they were about the product… so we got to work.”
“We created four different box sizes, each utilising a brand colour, with inner fitments to hold the cakes securely. Bags were also designed to hold the boxes comfortably to ensure the cupcakes are always delivered as good as when just made.”
Kute Cake is undoubtedly adorable. The logo is almost like a light, fluffy cloud, and the pastel colors on the boxes elicit happiness and youth. Photography for the brand gives it a bit of personality, showing the messy side of cupcake-making (and eating), helping consumers to see the handmade, artisan quality of Cute Cake. Gold foil on the boxes adds an element of luxury, while the sans serif font feels minimal and accessible to anyone who simply wants a sweet treat to enjoy.
“With branding, packaging and photography all coming together budgets were tight—with no funds left for a big PR agency we advised on how to utilise social media while we developed their web presence. Sales began to take off with orders from Uber, Google and London Fashion Week to name a few. It became clear that online sales would need to be flexible so we developed a bespoke store to allow Kute to manage their capacity and sales flow.”
