Baking a soul into the brand:
a taste of new identity

Context
Cakeman Bakery is a pastry shop founded by Hayden. Personally attended by its creator, it’s a space no one can resist — a place where each of his bakery creations invites you to indulge. Known for his bold creativity in flavor combinations and the excellence of his products, Cakeman became a reference in Barcelona: when a restaurant listed Handmadedesserts on its menu, it meant they were made by Cakeman.

Goals 
Cakeman Bakery’s transformation from a wholesale pastry supplier to a vibrant neighborhood bakery required a full refresh of its visual identity and art direction. Our challenge was to preserve Cakeman’s essence while highlighting and amplifying its strengths — its inventive flavor combinations, handmade excellence, and the joyful, neighborhood energy that keeps people coming back week after week.
We set out to craft a visual universe that is both refined and playful: a brand world that invites people to pause for a delicious moment (solo or shared), and that consistently surprises them with the creativity of Cakeman’s cakes — elevating what already made the brand beloved.

What we did 
Brand Identity
Art Direction
Signage
Merchandising
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