signature brand + web package
On the Cake Stand signature branding and website design
On The Cake Stand showcases handmade, bespoke cakes and bakes are not only delicious, but are edible, one of a kind works of art. They want to celebrate the UK’s independent baking industry, with each baker and cake artist bringing something unique and delicious to the table.
Project objectives
Alice from On The Cake Stand approached us wanting not only a mouthwatering brand design, but a custom platform allowing bakers across the UK to connect with those looking for beautiful, bespoke cakes.
Our job at Studio 77 was to create a brand and a bespoke platform that appealed to both cake-bakers and cake-takers alike.
“Ruby listened to my thoughts and ideas and turned them into something wonderful, I couldn't be happier - she had so many great suggestions for things I hadn't even thought of and everything has been of a really high standard.”
alice fevronia, on the cake stand
Our brand design approach
As with all of our bespoke branding projects, we started the process by exploring the types of consumers that we were aiming to attract to On The Cake Stand.
The audience fell into one of two markets:
Bakers who were looking for a platform to showcase their portfolio of cakes, and book in custom orders and,
Those in search of beautiful and bespoke cakes for special occassions that you couldn’t pick up in your local supermarket.
This prompted us to look into existing platforms to see how they currently operate, and found that most of the competitors focused solely on those in search of the cakes, rather than the bakers themselves.
The logo design
The On The Cake Stand logo design is modern, simple and instantly recognisable. Through the use of iconography and colour, we have crafted a playful and creative aesthetic, whilst also remaining clean and sophisticated. The words of the logo stack on top of each other, as if they were a cake, and we have joyfully embellished the design with a cake stand.
Having a logo that works well across different platforms is important, so we’ve also made simpler lockups of the logo without the added flourishes of the main logo, should On The Cake Stand need to use it in certain cases.
Brand colour palette
The colour palette that we crafted was sweet and light, indicative of classic ingredients and flavours of baking.
The main brand colour was a warm and inviting sweet jam red, paired with pastel tones of buttercream, french macaron and peach citrus, with a fresh burst of spearmint, we truly created a mouthwatering colour palette.
Typography for independent cake brand, On The Cake Stand
For On The Cake Stand, we wanted to keep the fonts clean and bold.
Having typography that worked well with other bakers brands’ was important, so we opted for a bold rounded sans serif font for the headings, paired with a softer sans serif for the body copy.
Choosing an easy to read font was paramount, not only for clarity across the website, but especially for the UI design of the bakers profile platform.
A tale of two websites; creating two sites in one
As mentioned before, there are two customers that we were targeting with the On The Cake Stand website: bakers and buyers. This meant that we created two platforms: one showcasing the bakers to the consumers on the front end, and one for the bakers to log in and manage their profile and orders.
This required us to investigate how to best to appeal to each consumer and create different user journeys, and designs, for both of the parties to ensure the best user experience for each.
Custom WordPress website design for food brand, On The Cake Stand.
On the front end of the WordPress website, our aim was to show people how the website worked and how to connect with bakers to find their dream cake.
We also wanted to showcase the versatility of the different types of bakers available, essentially, if you were after a vegan, halal, nut-free, gluten-free cake, you knew where to go.
Back end platform design for users to upload their cakes
Only the best bakers are on On The Cake Stand’s website, so we needed to create an application process that was simple for both the business and the baker.
We created a quick and easy application process, asking for basic details and a portfolio of three of their best bakes before they are approved on the site.
Once approved, the baker has access to their dashboard where they can upload more bakes, add testimonials, and let users know if they can cater for specific needs, amongst other things.
A mouth-watering WordPress website design to delight
Over the course of several months, we transformed Alice’s idea into a fully realised brand and custom WordPress design and build platform showcasing the best bakers across Britain.
Your dream food brand and website design is just a Zoom call away.
If you have a one-of-a-kind business and you’re looking for a brand and website to match, we’re here for you! Get in touch with our expert design team today, and let’s start your creative journey together.