“Mom, I’m going to completely change your image…I’m going to put this business on the map!”
Those were my somewhat cocky words to my mother – whom had recently started our family cake business in 1981 – while I was majoring in advertising and design at Art Center in Pasadena, California.
My young bravado aside, the business would end up flourishing for over 25 years. Looking back now, we have no question a large part of that success is because high-quality, creative and progressive products, supplied consistently were fully supported and effectively communicated by our branding.
Even after 25 years, our branding was still progressive and fresh in the market. It withstood the test of time.
Every other bakery at that time, including the most prominent ad successful, had those hideous, standard cards. You know the ones I’m talking about, right? Ubiquitous blue raised ink on cheap, garish high-gloss card stock complete with that cheesy wedding cake line art, stock from the printer. Back in the 80s the choices available to a small business owner were very limited unless you hired a professional designer.
My mother proceeded to furnish a cake-loving public with high-quality creative “art” cakes many years before they would come into vogue. Her style was new and progressive in its market and a far more elegant and personal option for brides and party hosts than anything else available at the time.
Even though this was created back in 1981, it powerfully served the business over its lifespan which exemplifies one of the most important qualities when designing identity for a client: timelessness.