Cake

An invite-only community for the serious shopper

Close-up of a CARE brand shopping bag with the slogan 'Shopping Just Got Sweeter' in red text.

CAN SAVING MONEY FEEL EXCLUSIVE AND CHIC?

CAKE is a marketing and sales platform that connects fashion and lifestyle brands with high-value customers. For consumers, it offers an invite-only experience, granting access to exclusive friend-of-the-brand perks. Our challenge was to craft a premium VIP brand experience that prioritizes community over consumption, discovery over discounts, and reflects the taste, values, and sophistication of both CAKE members and its brand partners.

WHAT WE DELIVERED

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

Screenshot of a website showcasing handbags with a pop-up menu listing designer names, overlapping a background image of a person holding a red bag, against a dark background.
A promotional graphic for CAKE, an invite-only shopping community. The image features a bear-shaped keychain with a tag that says 'CAKE', and text that reads 'WHERE THE BRANDS YOU LOVE, LOVE YOU BACK'. It explains that CAKE treats its members to perks from brands, inviting people to join.
Invitation to a cake-themed event with the phrase "You have been invited to join CAKE. Shopping Just Got Sweeter" and a simple illustration of a layered cake with a cherry on top.

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.

Woman with short dark hair wearing an orange patterned sweater holding a maroon Mansur Gavriel handbag over her face at the beach.
Open red and white cake box with a grid-shaped cake inside, along with a white card that says "Cake" and a second card with the phrase "Shopping just got sweeter" on a black background.
Orange textured surface with embossed logo of intertwined letters, possibly 'L' and 'W' or similar, in a minimalist design.
Collage of images related to cake shopping and celebrations, including cakes, people, and shopping quotes.

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

Three inner pages of a magazine called CAKE, featuring a profile of designer Patricia Bonaldi, an announcement about the invention of the cake card, and a choice of cake cards with photos of women and their names.
Pattern of hand-drawn style illustrations related to cake and shopping, including a cake slice, lipstick, high heels, shopping bags, gift boxes, socks, briefcase, perfume bottles, and the word 'CAKE' in bold letters.
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.
Three mobile screens showing a cake membership app onboarding process. The first screen welcomes Caitlyn and invites her to join, with an expiry countdown. The second screen emphasizes that Cake is about brand love and exclusivity. The third screen lists membership benefits like brand opportunities, designer access, and surprises.
Invitation to a cake event with details about joining for a member get-together, spritzes, shopping at Manebí, on July 31 from 6 to 8 PM at 124 Prince Street. The invitation has red handwritten text saying 'Let's Cake!' and a black cake logo at the bottom.

FEATURED PROJECTS