Brand redesign for Here For The Cakes, a Portland-based company crafting bespoke wedding cakes and dessert tables. We created a beautiful visual identity that is organic, modern, and perfectly imperfect—just like Here For The Cakes’ artful cakes and desserts. From the flowing script logo to the hand drawn illustrations, every element was designed to reflect the artistry and heart behind each cake. The result is a brand that feels as thoughtful, charming, and full of personality as the sweet creations it represents.
Delicate
Imperfect
Luxury
Trustworthy
Modern
Natural
Organic
Brand Design
Before our work together, Here For The Cakes used a logo designed by its founder. The logo features "here for the" in a thin, lowercase font nestled into a larger "cakes" in a hand-drawn calligraphy style. While the script was beautiful, the delicate letterforms and mixed text sizes made it challenging to read at a smaller scale. Our goal was to improve legibility while still incorporating a script font.
The primary logo features an organic and imperfect script font, inspired by both the piping of a cake and the founder's love for calligraphy. The logo feels delicate but has thick enough letterforms that it is legible at a smaller scale. The primary logo features stacked words and sits on a slant to mimic the natural look of handwriting. For flexibility, I also provided a secondary logo with the words all on a single, straight baseline. The brand mark and badge act as alternative visual symbols for the brand, both featuring a hand-drawn 3-tier wedding cake with floral details.
Inspired by the colors of cake ingredients and the florals adorning her cakes, this palette exudes a romantic and organic charm. It blends soft, delicate tones of cream and butter with vibrant accents of persimmon, rose, and peach, while deep cranberry and dark green add an elegant contrast for a balanced and refined aesthetic.
For the primary heading, a modern and elegant font was selected to add a feeling of luxury and trustworthiness. A clean, geometric sans-serif font was selected for the secondary heading, subheadings, and paragraph text.
“She blew me away!! Mariel provided a comprehensive package that surpassed any and all expectations. Not only did I get amazing brand assets, but she also walked me through many examples of how to use them effectively. The “Brand in a Week” service truly lived up to its name! The work she did was truly a piece of art. The one-week timeframe didn’t feel limiting at all; it was the perfect amount of time! It was a joy and truly inspiring to work with her, and I am super happy with the beautiful results. I highly recommend Plum Studio for anyone looking to build a strong, cohesive (and beautiful) brand!”
