When a Bakery Outgrows Its Branding

Ela Hornea is a buttercream cake artist whose business and prices had outgrown her “cute, DIY” look.

She wanted to attract more design-led brides and thoughtful celebration clients, and prepare for a relocation—without looking like every other pastel bakery on Instagram.

We started with strategy: clarifying her positioning, audience segments and customer journeys, then mapping how she wanted to be perceived.

From there, we designed a new identity around her own handwriting, a cherry–“e” logo mark, flavour-led colour palette and simple cake illustrations—creating a modern, premium buttercream & bakes brand that finally feels like her.