Brand Identity Design
I was commissioned by Apple Tree Cakery York, a boutique bakery known for its beautiful and delicious cakes, to create a fresh and modern brand identity. The goal was to elevate their branding to feel more upmarket and sophisticated, reflecting the quality and craftsmanship behind their cakes.
The Brief
The client wanted a complete brand refresh that:
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Felt elegant and premium, appealing to both wedding and celebration cake clients.
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Moved away from their original, more playful branding.
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Introduced refined colours and fonts to modernise their overall look.
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Featured a subtle apple tree element to tie back to the business name.
The Creative Process
To achieve a timeless and luxurious feel, I started by building a completely new colour palette — soft muted tones paired with rich, elegant accents. This instantly gave the brand a more refined and polished aesthetic.
For the typography, I selected sophisticated serif and sans-serif combinations that balanced modern minimalism with a sense of tradition — perfect for a boutique bakery.
The logo design became the centrepiece of the new identity. I created a stylised apple tree branch that weaves delicately through the letter “A”, giving the logo a unique and memorable touch while maintaining a clean and elegant look.
The Result
The rebrand for Apple Tree Cakery York successfully transformed their identity into something that feels luxurious, modern, and timeless. The new branding now reflects the high quality and artistry of their products and stands out across all touchpoints, from signage and packaging to social media and website use.