Abstract

In the confectionery industry, sugarcraft and cake design are intensely
visual branches which rely on the aesthetics of their products in making a first
impression and attracting new customers. Unfortunately, displaying the products
themselves is not always a viable option and it is certainly not always advised. A cake
shop cannot just replace a store sign above its store-front or a business card with a
dessert, right? Therefore, branding is the next best option for a confectionery to
exhibit its personality and to communicate its desired image to the target audience.
This paper aims at analysing some successful brands in the industry, by comparing
the visual means they use to communicate their identities in the digital medium and,
subsequently, by proposing a graphic package for a small local cake boutique in need
of a fresh identity.