Identity for Happy Cakes Bakery

Happy Cakes is a fictional bakery I designed as a branding exercise. The brief I set: handmade but not old-fashioned.

The logo is a smiling cake slice. Simple enough to stamp on a napkin, friendly enough for a neighborhood shop.

The contrast that makes this work: warm type paired with stark, almost industrial photography. Close-ups show frosting texture, croissant grain, steam rising from coffee. The photos treat baked goods like design objects.

Typography runs two weights. A bold sans-serif for 'Happy Cakes' signals modern; a loose script for taglines keeps it human.

The blue-beige palette ties everything together across social templates, packaging, and menus.