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The Cupcake Store is a full-service bakery offering freshly-baked, moist and delicious cupcakes, cakes, wedding cakes, fully custom orders and other delightful baked treats. The “Sweetness Specialists” of the Cupcake Store bring happiness and smiles all over Orange County, CA. When the fast-growing company wanted its brand to be as sweet as its cupcakes, it hired I Mean It.

Our first goal was to make the brand be more distinctive. To allow it to be more noticeable, we modified its name to “Simply the Cupcake Store.” By doing so, we not only made the brand to stand out in the crowd, but also allowed it to be more findable online.

Then we captured the spirit of the company with a short yet highly memorable tagline: Lickalicious! This catchy word conveyed the light-hearted and lively personality of the brand as well as the sheer joy it brings to its community.

Next, we designed a new logo for the brand. The combination of the contemporary typography and handwriting gave the brand a credible yet friendly look. We then created a holistic visual language, which included a new color palette, and detailed imagery. Finally, we applied the brand’s new identity throughout all touchpoints, ranging from business cards to vehicle, signage, bags, packages, and uniforms, giving Simply the Cupcake Store a perfectly consistent look.

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