Refresh and Rebrand-Mood board


When I started Kake and Cupkakery or rather when they merged I was very much inspired by two programmes DC cupcakes which focused on a cupcake bakery called Georgetown cupcake https://www.georgetowncupcake.com/ the owners are sisters Katherine and Sophie who gave up their jobs and opened a cupcake shop, and have since gone on to open another 5 bakeries. 


My other inspiration was Unique Sweets which I love and  and has been featured in one of my earlier blog post. 

This programme focused on American baking,unique sweet treats and bake shops across America.watch an episode here https://vimeo.com/38222903

When I started my focus and goal was to one day open my own bakery with the feel of an American bake shop with shops in the midlands, up north and down south, where I create all my celebration cakes as well as being open to sell coffee and cake. Think Cake boss, bakery downstairs workshop upstairs

Well if your going to dream dream big I say.

So when I think of my business I’m always thinking how this would translate into a bakery, even though currently my biz is primarily operating online http://www.kakeandcupkakery.co.uk which has great advantages and is working well I always imagined what it (a bakery) would look and feel like and me rebranding I very much have this in mind as that’s my ultimate dream/goal.

Yes I make cakes but I overall I just love to bake so even though I have a core focus of Cupcakes-celebration cakes-wedding cakes in my business I feel like I’m an all rounder as I do have a bit of a patisserie background so I’m always open to trying new ideas and exploring flavours that I feel are authentic and natural.


Every aspect before I started Kake and cupkakery was carefully considered just like any business and with the rebranding and how the business is operating my logo or rather brand has to represent everything I now do. I thought about my packaging and how it needed to be generic so that a man would feel comfortable carrying a box of cupcakes as well as a woman and in this I mean escaping anything to pink, swirly or overtly feminine, I’m not saying men can’t do pink but when thinking about what I wanted to do I had to break it down and be really clear who I wanted to cater for even though females are my primary market I just didn’t want to be too feminine so that’s why I opted for a generic plain kraft style box with no window but also have packaging I could dress up. I love the boxes and they’ll be staying how I can improve on presentation remains to be seen.

What I offer:

 My flavours for my cupcakes I would describe as gutsy and unusual and I like to think a little unique I like to let the cake do the talking  so for my current logo I stayed neutral and minimal because in the early stages I didn’t know where the business would lead, but now I know what I do and my customer base it needs to reflect that.




I create celebration cakes for all occasions catering for busy mums who want a special cake as well as those special birthdays and christening etc this is the fun element and a core part of my business.


Weddings is a market I need to get further established in but offering something a little different as there are many wonderful wedding cake designers whose cakes are beautifully executed so I have to think what I can offer that is different that I can bring to an already crowded market place.


And if you know me personally I’m a people person also a chatterbox and a little extroverted with a quirky sense of humor, I’m very expressive with my hands when I talk (true story)


So my brand has to represent all or most of the elements above  as well as some of my personality.

So first meeting was a brand discovery meeting back in April which dug deeper into me and my business and elements of what I’ve discussed above, Nancy wants to bring into my branding and get it to represent  the different things I do as well as my personality.

 I was already working and focusing on certain aspects of the business because I had been working on a business planner Ive spoken about in previous post  called Dream|Plan|Do by the Design trust http://www.thedesigntrust.co.uk/ and is one of the reason for the brand refresh as it really makes me think about what I’m doing.


So back to the brand discovery meeting,some of the questions Nancy wanted to know were:

  • Who my customers are- I used analytics from my social media to determine who interacts and responds to my pages especially with boosted post and adverts plus who I sell too.
  • What do I do? – artisan cupcakes, celebration cakes  a few wedding cakes, and recently a macaron or two.
  • Words I use to describe my business- authentic, quirky, unique, approachable  etc…
  • Who I want to attract- More customers who like artisan products
  • Business I admire and why- kute cake,crumbs and doilies, Lilly vanilli, Apple, Georgetown cupcake, 
  • Design styles I like- I used Pinterest to help me 
  • What my packaging is like- kraft brown boxes which me and my customers love and I will be keeping.


So Nancy went away and looked at all the information I gave and sent to her and she in turn sent me a mood board which is based on some visuals I sent to her as well as our conversations.

She is so collaborative and really wants to know what I like and dont like and unlike previous times where I’ve had a logo design there are loads of questions and suggestions been made that I’ve never thought of, and I really appreciate her expertise and creativity of thinking outside the box.

The images below are a combination of looks and colours sent to me to get my response. Its been a mixture of feeling overwhelmed, excited and wow. 

We also went through a  Pinterest board I created (feel free to have nose, the board is called Brand refresh) and went through aspects of design I liked and didn’t like so I can see she is building up a picture about me and Kake and Cupkakery 


This is not the final look but was just to judge my reaction to colour which is a huge leap from my muted monochrome look.

There is still work to be done on:

  • Colour palette
  • Logo
  • Typography
  • Pattern

So the next stage will be to see some colour palettes as well as a logo design.
I’m absolutely loving this process and while this is happening I’ll be tweaking everything else such as website,looking at my price point and product offering. 

It’s all very exciting and that’s why I want to share this process with you through my blog post.

Next update coming soon

Thanks Sir Alan

 
In My last blog post I shared how I have been working on my branding and some logo changes as the business has developed and has slowly grown organically. 

So with me in this reflective mood I thought I would share some business advice I received. In the very very early stages of my business (Kake days) I sought out business advice from Sir Alan Sugar.

At the time Sir Alan had a business column in the Daily Mirror and the paper was looking for readers to Send in business themed questions for Sir Alan.

The apprentice tv show was in to its Second season and I thought to myself wouldn’t it be fab to get some advice from Sir Alan really “how scary can he be” ? so I took an opportunity to contact him via the newspaper column regarding some business advice for getting my rum cake into retail.

On reflection at this current time it’s not something I would even entertain but at the time I was green around the gills so I sent him an email and didn’t think anything more of it, I certainly  didnt expect him to reply but he did and they used my question as a feature. 

 

The original email question and reply from Sir Alan is below and I must say he gave some very good advice of which I did Infact follow.

  • I did supply a coffee shop, two Infact but now I’m concentrating on selling to the end user.
  • I worked on pricing as suggested (which we as cakers struggle with) but I’m glad I took the time to get to grips with it. 
  • I researched and understood the problem of scaling up so didn’t pursue the retail side of supplying a retail store.
  • I didn’t undercut competitors but aimed to be of similar pricing for my market and area and competed on quality and value rather than aiming to being the “cheap cake lady” I wanted customers to come to me out of choice and not cheap prices.

The advice given really set a benchmark with me and was the mainstay of how i pursued my business.

So please have a read and thanks Sir Alan for the business advice. The business is turning a profit and doing just fine.

Ps, my web page mentioned below no longer exists it’s now http://www.kakeandcupkakery.co.uk
Dear Sir Alan, 

LAST year I decided to turn my hobby of bespoke cakes for all occasions into a small part-time business, which has proved to be quite successful. I have received orders for cakes from friends and colleagues and have received quite a few recommendations. 

I have a web page – http://www.letthemeatkake.co.uk 

I’d now like to sell my cakes, in particular a Caribbean-style rum cake, in a department store and I’d like to aim for the Christmas market. Could you give me advice on the best way to approach the stores 
Yvonne Donald by email 
Sir Alan says, 

“I get lots of letters from people who want to turn their hobby into a business. In your case, it’s not an impossible dream. 

But realistically I am sure every reader has a friend or someone in their family who is good at baking cakes and does, from time to time, bake you the odd cake for a party or a special occasion. 

It is not uncommon and it is also not uncommon for your friends and family to be highly complimentary. As I have said many times in this column, don’t expect a frank and honest opinion from family and friends – they will always tell you what you want to hear. 

The only suggestion I have for you is to try to sell your cakes in your local delicatessens or privately-owned cafes, restaurants, coffee shops etc. These people have to buy cakes from wholesalers – they may as well buy them from you. 

However, there is a tremendous problem setting up the mass production of cakes and it’s not something you can do from a normal kitchen. 

You can appreciate that if you received an order for, say, 100 cakes to be delivered in two or three days, you would not be able to handle it without an industrial kitchen. 

Try my first idea, step by step. And make sure you get your calculations right. 

First ,work out the cost of the materials to you, the cost of gas or electricity that is being used, your time, effort and labour and any packaging materials. 

Once you have calculated that, be sure to add a whopping profit on top. 

The margins on food are tremendously high, so don’t be afraid to charge. 

Compare the cost of other cakes in the shop and try to undercut them to get yourself started”

So what’s your favorite baking programme ?


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Its nearly time for the return of The Great British Bake Off  a nation will be hooked once again and the sales of baking tins and other baking paraphnalia will go through the roof, but apart from GBBO there doesn’t really seem to be that many UK baking specific or cake decorating programmes ( or are there some gems i havent come across) let me know as i am sure i am not the only one who loves these  types of programmes.

So luckily if you have cable, Sky, as well as the internet there seems to be a much wider choice of baking programmes and one of my absolute faves is  Unique Sweets you can find it on the food network.

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So basically the premise of the programme is that every episode is based around a different theme such as, Brooklyn, Kids treats, Fruit, breakfast pastries and the list goes on.
The businesses (usually) independents are featured from all over America with
the programme presenters being bakers, writers, pastry chefs and food critics basically people in the know discussing some Unique Bakeries and businesses producing some truly delicious desserts, cakes and Bakes and you even get an insight into some of their methods

So as mentioned before in previous post I love American style baking it can be very subtle or just over the top and Unique Sweets represents this perfectly from highlighting the Japanese bakery Kyotofo that take deserts but add a savory Japanese ingredient

to the hugeee  donuts from the self titled doughnut man, who makes some amazing looking stuffed doughnuts

   

it really is a an eye opener into  American baking, it seems like there is a bake shop on every corner; i really do defy you not too watch and Drool.

So my other Cakey bakery programmes I love to watch are:

GBBO –http://www.thegreatbritishbakeoff.co.uk/
DC Cupcakes- Georgetown Cupcake – http://www.georgetowncupcake.com/
Cake Boss – Carlos bakery – http://www.carlosbakery.com/
Ace of cakes- Charm city cakes – http://www.charmcitycakes.com/
Cupcake wars – http://www.foodnetwork.co.uk/tv-shows/cupcake-wars.
Choccywoccydoodah- http://www.choccywoccydoodah.com/

Amazing Wedding cakes – http://www.choccywoccydoodah.com/

So i have made an executive decision and  decided we need some more UK based programmes for bakers and cake decorators as baking is just so huge in popularity and getting more popular by the day.

So if a programme maker just happens to be reading this post from a cable network, BBC, ITV,  Ch 4  etc… and is looking for a 5ft 2″ Women, with a slight brummie twang who has a love of baking , bags, and Salsa ( the dance not the dip)
look no further as I am hereeeeeee,well you cant blame a girl for trying.

So tell me what’s your favorite baking programme??? or vote on your favorite Baker

you can leave your comments and programme suggestions below