When your cupcake franchise is called Cupcakes, fun is obviously the main ingredient. Just like cupcakes themselves, the brand is made from simple, high-quality ingredients that come together to create something bold and iconic.
The new logo is a modern take on vintage bakeries, while drawing inspiration from icing-piped typography. Packaging comes to life through a flexible system that seamlessly connects every size of cupcake box to form ever-changing patterned murals at retail locations.
Created at 123w
Creative Directors: Bryan Collins, Rob Sweetman, Jeff Harrison
Art Director: Dominic Prevost
Copywriter: Danielle Haythorne
Designer: Allison Chambers
Lettering: Allison Chambers
Producer: Ninette Aves
Account Management: Christina Tan, Matt McGarva
Photographer: Makito Inomata
Studio Artist: Gabe Hall