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
Broaden scope to appeal to non-vegans
20-40 year old urban women concerned with dieting and healthy eating
A person eating 1 cupcake from a competitor would have to eat 3 Babycakes cupcakes to gain the same amount of calories.
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.