INDUSTRY:
FOOD
CLIENT:
LUCIE H
YEAR:
2024
EXPERIENCE:
BRANDING
Lucie's Cake Shop
about.
Lucie’s Cake Shop is a charming New England bakery known for its fresh, nostalgic, and joy-filled desserts. For this project, I created a full brand identity system that blends hand-drawn warmth with retail-ready polish. From whimsical cupcake illustrations to retro-inspired packaging and playful signage, every element was designed to feel homemade—yet bold enough to stand out in modern retail spaces. The visual identity extended across boxes, bags, flyers, storefront decals, and even digital campaigns, creating a cohesive experience that felt personal, memorable, and sweet from every angle.
challenge.
Balancing nostalgia with modern retail impact
The heart of the brand was Lucie’s story: homemade recipes passed down with love. But the challenge was turning that emotional core into a visual identity that could thrive on both a downtown storefront and a digital ad—without losing its warmth.
Creating consistency across diverse packaging formats
The bakery sells everything from cupcakes and mini tarts to full-size cakes and gift boxes. Designing an identity system that could flex across boxes of all shapes and sizes—while maintaining instant recognizability—required careful attention to structure, scale, and layout adaptability.
Designing for both physical and digital spaces
Lucie’s Cake Shop operates both in-store and online. The brand needed to feel tactile and cozy on physical packaging but also clean and eye-catching in online ads, posters, and social media campaigns.
Communicating freshness, fun, and flavor at once
With so many competitors in the dessert space, we needed a look that felt deliciously different—bold, energetic, and filled with personality, all while still being inviting to walk-in customers and families.
result.
The new branding for Lucie’s Cake Shop brought a powerful transformation to the bakery’s identity and customer experience:
+120% increase in foot traffic within 3 months
+85% increase in online orders and gift box subscriptions
Instagram engagement up by 300% following the brand reveal
Customers began actively sharing unboxing experiences, thanks to the photogenic packaging and memorable colors
The shop became a local favorite for birthdays, events, and last-minute gifts, aided by the fresh, cohesive brand presence across all materials
The brand now feels just like Lucie’s cakes taste—bright, sweet, and impossible to forget.
(WEBSITE COMING SOON)
testimonial.
Working with you was like watching my dream shop come to life on every box, every window, every wrapper. You didn’t just design a logo—you baked the whole brand with love, and it shows. My customers notice it, and I’ve never been more proud of how Lucie’s looks.
Lucie H
Founder & Baker
