Cake

An invite-only community for the serious shopper

Cake Brand Identity + Logo Design by Letter A — Logo on business card

CAN SAVING MONEY FEEL EXCLUSIVE AND CHIC?

CAKE, founded by Dave McLaughlin, Estelle Palandjian, and Ben Fischman (founder of Rue La La), is an invite-only membership shopping app connecting fashion and lifestyle brands with high-value customers — friend-of-the-brand perks, early access, and rewards for members with taste. Our challenge: craft a premium VIP brand experience that prioritizes community over consumption and discovery over discounts, reflecting the sophistication of both CAKE members and its brand partners.

Our brand strategy, logo, and visual identity built CAKE a world of insider access — with taglines, photo art direction, and a personality that feels less like an app and more like a members’ club. Since launch, CAKE has raised $5.2 million from investors including Boston Seed Capital, grown its network to top-tier brands like Veronica Beard, Phillip Lim, Staud, and Mansur Gavriel, and been featured in Boston Magazine.

WHAT WE DELIVERED

Brand Strategy + Positioning
Brand Identity + Logo
Fractional Creative Direction
Messaging Hierarchy Guidance
Copywriting + Taglines
Email Marketing

Cake Brand Identity + Logo Design by Letter A — website home page design
Cake Brand Identity + Logo Design by Letter A — copy says "an invite-only shopping community that treats it members to unheard-of perks from extraordinary brands"
Cake Brand Identity + Logo Design by Letter A —Invitation that says "shopping just got sweeter"

Upon launching, CAKE successfully signed on over 25 brands partners, including CO, Alison Lou, Veronica Beard, Tanya Taylor, Jennie Kane, Goop Beauty, Markarian, Alex Mill and Mansur Gavriel.

Cake Brand Identity + Logo Design by Letter A — Homepage featuring woman with handbag
Cake Brand Identity + Logo Design by Letter A — Red and Cream Stationery Set
Cake Brand Identity + Logo Design by Letter A — Cake logo as a heart embossed on red paperstock
Cake Brand Identity + Logo Design by Letter A — Collage of images for instagram grid

LOVE IT!!!!!! So many compliments on our branding and all the design touches. When it was just an idea you nailed it and now that it’s out in the wild, it’s beautiful and gives us the perfect wrapper.

JENNY GORENSTEIN
HEAD OF BRAND PARTNERSHIPS, CAKE

Cake Brand Identity + Logo Design by Letter A —three emails for Cake brands
Cake Brand Identity + Logo Design by Letter A — Tissue paper featuring illustrated fashion items
A fashion collage featuring lime green high-waisted pants, a black sleeveless top, black heeled sandals, black sunglasses, a black handbag, and jewelry including a ring with a heart-shaped diamond and a gold hoop earring with a heart pendant. The collage includes models named Alison Lou, Lapointe, Larroudé, and Janessa Leone, with handwritten text about style confidence.
Cake Brand Identity + Logo Design by Letter A — Mobile sign up screens to invite friends
Cake Brand Identity + Logo Design by Letter A — Invitation that says "let's cake" for a party

FEATURED PROJECTS

CASETIFY brand identity by Letter A — exterior of store featuring Pikachu
L'or de Seraphine Candles Rebrand by Letter A — lit candle next to pink flowers
Kinn Studio brand identity by Letter A — packaging on dark blue background