This assignment re-branded Babycakes NYC, a gluten-free, soy-free, refined-sugar-free, dairy-free bakery in the Lower East Side. The current logo uses cursive writing in brown and pink which is a typical cupcake bakery aesthetic. Babycakes, however, has a retro 60s aesthetic and their employees wear pink Lucy and Ethel chocolate factory uniforms. To capitalize on this attitude, a more retro bakery look was injected into their visual identity.
Business cards allow for guerilla marketing, stickers can be applied to any object that might complete the cupcake bottom.