Babycakes

Babycakes is a cupcake bakery and small sit-down cafe down in the Lower East Side of NYC. They specialize in healthy, vegan cupcakes and treats made from organic ingredients. Their customer base is predominantly vegan, with very few non-vegan patrons. In order to expand their business, Babycakes needs to remove the vegan stigma from their products (“vegan cakes taste weird”) and gear their marketing efforts towards health-conscious women who may be watching what they eat, but still have a raging sweet tooth.

Branding / Marketing / Mobile App

Cafe Napkins / Vegan baking uses many alternate ingredients that customers may not have heard of before. Napkins give quick facts about these healthy alternatives.


Cafe Napkins / Vegan baking uses many alternate ingredients that customers may not have heard of before. Napkins give quick facts about these healthy alternatives.

Cafe Plates / Babycakes substitutes regular ingredients for healthier, vegan alternatives. Customers receive their cupcake on a plate in the cafe, and pick it up to reveal a fun fact about ingredient substitutions. Left Plate: Butter = 1/4 cup canola oil for 1 cup butter Right Plate: Egg = 1/4 cup apple puree for one egg

Cafe Plates / Babycakes substitutes regular ingredients for healthier, vegan alternatives. Customers receive their cupcake on a plate in the cafe, and pick it up to reveal a fun fact about ingredient substitutions.
Left Plate: Butter = 1/4 cup canola oil for 1 cup butter
Right Plate: Egg = 1/4 cup apple puree for one egg

Cupcake Bike / A traveling cupcake bike promotes more health than a food truck. Illustrations of the ingredients are used instead of pictures of each type of cupcake for the bike menu, emphasizing the all-natural organic cupcakes. On the front side: “Follow me on Twitter! @BabycakesNYC”


Cupcake Bike / A traveling cupcake bike promotes more health than a food truck. Illustrations of the ingredients are used instead of pictures of each type of cupcake for the bike menu, emphasizing the all-natural organic cupcakes. On the front side: “Follow me on Twitter! @BabycakesNYC”

"Replace This" App / A handy tool for users who like to bake. Type in any baking ingredient, in any quantity, and instantly get back healthier substitutions in the equivalent quantity.

"Replace This" App / A handy tool for users who like to bake. Type in any baking ingredient, in any quantity, and instantly get back healthier substitutions in the equivalent quantity.

"Cupcake Chef" App / Customers can create their own cupcakes and order them for delivery. It’s fun and interactive; use a finger to ice the cupcake, or physically shake the iPhone to sprinkle chocolate shavings on top.

"Cupcake Chef" App / Customers can create their own cupcakes and order them for delivery. It’s fun and interactive; use a finger to ice the cupcake, or physically shake the iPhone to sprinkle chocolate shavings on top.

Loyalty Card Alternative / Instead of offering regular stamp cards that customers lose, Babycakes loyalty card is built into their app. The customer can select the type of Babycakes they just ate, press Start, and watch the cupcake burn off their hips with the built-in pedometer! This tracks how many cupcakes have been burnt off and how far the customer has walked. When they have eaten 10 cupcakes or walked 20 miles, they get a free cupcake.

Loyalty Card Alternative / Instead of offering regular stamp cards that customers lose, Babycakes loyalty card is built into their app. The customer can select the type of Babycakes they just ate, press Start, and watch the cupcake burn off their hips with the built-in pedometer! This tracks how many cupcakes have been burnt off and how far the customer has walked. When they have eaten 10 cupcakes or walked 20 miles, they get a free cupcake.

Business Goal
Broaden scope to appeal to non-vegans

Target
20-40 year old urban women concerned with dieting and healthy eating

Core Insight
A person eating 1 cupcake from a competitor would have to eat 3 Babycakes cupcakes to gain the same amount of calories.

Creative Solution
I proposed a Babycakes redesign that conveys sweetness, health, and all-natural ingredients. This shifts the focus away from vegan-quality cupcakes, instead showcasing their delicious healthiness. This is a good opportunity to bring in vintage botanical illustrations and a pale feminine color scheme, which emphasizes healthy ingredients and appeals to the target audience.