Cheerwise Cakes
Cheerwise Cakes is a leading confectionery brand in Lagos State, Nigeria.
Service
Brand Strategy, Brand Design, Visual Marketing Design, & Mini Motion Design
Sector
Caterer (Cake Baking) & Confectionary
Year
2022
The problem I met
Cheerwise Cakes lacks a proper brand identity, which has limited its credibility and growth potential. This has resulted in a lack of recognition among prospective clients and customers, making it difficult to stand out in the crowded cake market in Lagos and Nigeria. Additionally, the absence of a well-positioned brand identity has affected the brand's online presence, especially on Instagram, and has made it difficult to reach a wider audience within its vicinity, city, state, and country.
The Project's yummy goal
The goal of this branding project is to create a unique and memorable brand identity for Cheerwise Cakes that accurately reflects its quality and professionalism and sets it apart from its competitors. This will enable the brand to establish a strong presence in Lagos and Nigeria, attract and retain more customers, and increase its revenue. Additionally, the new brand identity should help Cheerwise Cakes expand its reach and engagement on social media platforms, particularly on Instagram.
The delicious solution that followed
To solve the brand identity problem of Cheerwise Cakes, deep research was conducted to identify what sets them apart and their future plans. Gathering data and insights related to their niche, competitors, and brand assets, I brainstormed and created a mind map to develop a unique brand identity. We refined and vectorized the chosen minimal logo mark that clearly defines the brand, its target audience, and its direction for growth, ensuring that Cheerwise Cakes stands out from its competition and gains credibility and recognition among its prospective clients/customers.
The brand colours came to play beautifully
Through strategic implementation, the chosen colours for Cheerwise Cakes are Paco (#320C0C) and Satin Linen (#E3DFCF), thoughtfully selected to create a compelling and harmonious brand identity.
Paco (#320C0C): This rich, deep brown exudes warmth, sophistication, and reliability. It evokes the indulgent, comforting nature of chocolate, which is often associated with cake and confectionery. Paco creates a sense of trust and quality, making customers feel confident in the brand's craftsmanship and expertise.
Satin Linen (#E3DFCF): This soft, creamy hue complements Paco beautifully, adding a touch of elegance and purity. It represents cleanliness, simplicity, and a welcoming atmosphere. Satin Linen lightens the overall brand palette, making it more approachable and inviting.
Together, these colours create a balanced and sophisticated brand identity.
They appeal to the target audience by conveying quality, warmth, and professionalism, ensuring Cheerwise Cakes stands out in the competitive cake market in Lagos and Nigeria.
This colour combination also enhances the brand's online presence, making it visually appealing and memorable on social media platforms like Instagram.
Popping to the brand typeface (font) rescue
The Poppins typeface is a modern, geometric sans-serif font that shows clarity, simplicity, and professionalism. Its clean lines and balanced shapes are visually appealing and convey a sense of trust and reliability. By choosing Poppins, Cheerwise Cakes aligns itself with these qualities, projecting an image of precision and high standards. Each letterform of Poppins is nearly monolinear, with optical corrections applied to stroke joints where necessary like the ones done on cakes for a very good blend of texture and style, to maintain an even look and yummy feel.
This typeface is approachable and friendly, making it perfect for a brand that wants to connect with customers on a personal level. Its readability and modern look also enhance the brand’s online presence, particularly on Instagram, ensuring that messages are clear and engaging. Poppins helps Cheerwise Cakes stand out in the crowded cake market in Lagos and Nigeria by creating a memorable and professional brand identity that attracts and retains customers, ultimately driving growth and recognition.
These fonts are licensed under the Open Font License.
You can use them in your products & projects – print or digital, commercial or otherwise.
It's yum yum time
The brand identity of Cheerwise Cakes truly sets it apart from its competitors, boosting its positioning in the confectionery industry in Lagos State and beyond.
With a sophisticated logo, the modern Poppins typeface, and a harmonious colour palette of Paco and Satin Linen, Cheerwise Cakes now stands out with enhanced credibility and recognition, attracting more customers and increasing revenue both locally and online.
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