Cake

An invite-only community for the serious shopper

CAKE logo and business-card identity by Letter A

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

Boston Magazine
US Magazine
Fashion & Founders Podcast

Cake Brand Identity + Logo Design by Letter A — copy says "an invite-only shopping community that treats it members to unheard-of perks from extraordinary brands"
CAKE mobile referral and membership invitation screens
Cake Brand Identity + Logo Design by Letter A —Invitation that says "shopping just got sweeter"
Dark promotional graphic featuring the word “CAKE” and the tagline “Members-Only Magic Awaits.”
White frosted celebration cake decorated with red ribbons, hearts, and the message “What is CAKE?”
Multiple plates with leftover red velvet and colorful confetti cake, forks, and a partially finished drink on a marble table.
White and red tote bag reading “have your cake” on a red carpet beside a purple flower arrangement
Tall, ornate red tiered cake decorated with piped frosting swags and cherries on a white scalloped cake board
Red and pink CAKE makeup boxes arranged inside a white glass bowl on a marble surface
CAKE shopping platform featuring participating fashion brands

“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

CAKE member email campaign featuring partner-brand offers
CAKE shopping platform featuring participating fashion brands
CAKE event invitation and community communications
Person in a white coat carrying a canvas tote bag embroidered with red text reading “have your cake.”
CAKE social-content and editorial image system
CAKE event invitation and community communications
Cake Brand Identity + Logo Design by Letter A — Tissue paper featuring illustrated fashion items
A fashion collage featuring lime green high-waisted pants, a black sleeveless top, black heeled sandals, black sunglasses, a black handbag, and jewelry including a ring with a heart-shaped diamond and a gold hoop earring with a heart pendant. The collage includes models named Alison Lou, Lapointe, Larroudé, and Janessa Leone, with handwritten text about style confidence.
CAKE monogram embossed on red paper

FEATURED PROJECTS

CASETIFY brand identity by Letter A — exterior of store featuring Pikachu

Casetify

L'or de Seraphine Candles Rebrand by Letter A — lit candle next to pink flowers

L’or de Seraphine

Kinn Studio brand identity by Letter A — packaging on dark blue background

Kinn Jewelry