Cake
An invite-only community for the serious shopper
CAN SAVING MONEY FEEL EXCLUSIVE AND CHIC?
CAKE is an invite-only shopping community connecting high-value fashion and lifestyle consumers with premium brands. Letter A developed the brand strategy, positioning, visual identity, messaging, launch communications and ongoing creative direction for its 2024 launch.
We positioned CAKE around belonging, recognition and insider access.
The experience prioritizes community over consumption and discovery over discounts. Members are treated as friends of the brand, receiving thoughtful access and rewards from companies they already admire.This moved CAKE away from transactional coupon language and toward the emotional territory of a private fashion club.
The central idea, “Where the brands you love, love you back,” reframed loyalty as recognition rather than discounting. CAKE gives members access to rewards, new-brand discovery, private events and friend-of-the-brand experiences, while helping participating brands build relationships with engaged shoppers.
Currently, CAKE presents a network of more than 100 brands, including Veronica Beard, Staud, Favorite Daughter, La Ligne, Jenni Kayne, Larroudé and Dr. Barbara Sturm.
WHAT WE DELIVERED
Brand Strategy + Positioning
Brand Identity + Logo
Fractional Creative Direction
Messaging Hierarchy Guidance
Copywriting + Taglines
Email Marketing
PRESS
“LOVE IT!!!!!! So many compliments on our branding and all the design touches. When it was just an idea you nailed it and now that it’s out in the wild, it’s beautiful and gives us the perfect wrapper.”
JENNY GORENSTEIN
HEAD OF BRAND PARTNERSHIPS, CAKE
