CAKE: Brand Identity

Nov 2025

The brand identity for CAKE establishes a vibrant visual language rooted in playful typography and bold color blocking. The project spans across product packaging, digital social assets, and motion graphics, utilizing a palette of teal, pink, blue, and yellow to create a cohesive presence for the beverage brand. Creative direction by Andy Fenner and Marco Simal frames the aesthetic, which is defined by clean graphic forms and rhythmic vertical stripes. Graphic designers Daniel Ting Chong and Jordan Metcalf developed the distinctive wordmark and typographic treatments, while photographers Frances Marais and Danica Deverill captured the product line in both studio settings and organic, outdoor environments. The work maintains a consistent, minimalist composition throughout its multi-channel rollout.

Horizontal, Commercial, Clean