CAKE
Brand Identity
Nov 2025
The brand identity for CAKE establishes a bold visual language for the beverage brand, leaning into a playful, retro-inspired aesthetic. The project utilizes high-contrast color blocking—characterized by vibrant teals, pinks, yellows, and deep blues—paired with custom typography and structural striped patterns that carry across both physical product packaging and digital assets. Photography by Frances Marais and Danica Deverill anchors the project, shifting between clean studio product shots and editorial-style outdoor imagery. Creative direction provided by Andy Fenner and Marco Simal ensures a cohesive design system, while graphic design by Daniel Ting Chong and Jordan Metcalf translates the brand’s signature floral motifs and rounded typography into dynamic motion graphics and apparel.
Horizontal, Commercial, Clean
Beverages
