We Love Cake, despite its rapid growth, recognized the need for an image refresh. After five successful years, the brand sought to reassert its dominance in a competitive market while winning the hearts of a new generation of cake enthusiasts, and maintaining its existing fan base’s loyalty.
In a sector where taste cues are often not the primary focus, We Love Cake aimed to emphasize the deliciousness of its range. The brand targeted a younger audience, particularly those who see We Love Cake as a lifestyle choice, not just a dietary necessity. It was crucial to shake things up while ensuring the benefits that appeal to those with dietary needs remained clearly visible on the packaging.
Working with branding agency The Tribe, they delved into the heart of We Love Cake, refreshing its brand proposition with the essence of ‘Baked in Joy’. This emotion served as a springboard for a vibrant new brand identity that radiates joy and energy.
The Tribe meticulously crafted core brand elements, a more contemporary brand marque, and a unique set of brand assets for use on and off-pack. These assets partnered with stunning ‘taste-first’ photography that highlighted the deliciousness of the range. Clear packaging navigation allows consumers to quickly identify each product’s dietary benefits.
This brand revitalization reinforces We Love Cake’s leadership in its category by delivering on the ‘Baked in Joy’ promise through eye-catching shelf presence, a rejuvenated brand personality, and a consistent tone of voice across all touch-points.
Specialisms involved in this project include strategy, creative strategy, brand repositioning, brand world, visual brand identity, packaging design, and digital assets.
