Cake
An invite-only community for the serious shopper
Can saving money feel exclusive and chic?
CHALLENGE
CAKE is an invite-only shopping community offering exclusive savings to members to top tier brands. However loyalty programs and discount platforms are poison for premium fashion and high-value shoppers don’t think of themselves as bargain hunters.
SOLUTION
We positioned CAKE away from transactional coupon language and toward the emotional territory of a private fashion club. We created the brand strategy, visual identity and messaging for its 2024 launch.
The central idea, “Where the brands you love, love you back,” reframed loyalty as recognition. 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.
Currently, CAKE presents a network of more than 100 brands, including Veronica Beard, Staud, Favorite Daughter, La Ligne, Jenni Kayne, Larroudé and Alex Mill.
WHAT WE DELIVERED
Brand Strategy
Brand Identity
Logo Design
Custom Illustration
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
