About

GutuCakes(formerly Delicieux Guteaux) is an owner-led baking startup in the UK. They create custom-made cakes and are one of the best in their industry.


Brief

The brand direction and position was to keep it local, familiar and professional. We worked together to conceive a brand new company name, logo identity, website and business stationery.


Scope

Brand Identity. Brand Messaging. Brand Concept. Website Design. Naming.


Outcome

30% increase in sales.
Featured at the National Wedding Show UK.

GutuCakes

GutuCakes

Process
While conducting an internal brand audit, one of the major factors that stood out and became the core of our Brand Renovation was it’s story – the inspiration that fueled the genesis of the brand. The story is centered on family tradition being passed down and relived in a fresh way.

GutuCakes

GutuCakes

GutuCakes

Solution
We came up with GutuCakes – it’s simple, authentic, memorable and functional. Gutu is the owner’s family name.

With this rebrand I wanted to retain as much of the original name as possible, so we also came up with the tag-line “utterly delicious” – which echoes the Delicieux but in much simpler terms.

We also agreed to update the logo, colors and overall feel and personality of the brand.

GutuCakes

GutuCakes

Feedback
The results were instant and boosted not just the Brand’s image and position in the market place, but also the owner’s confidence. People who were already loyal to the brand testified of the new name’s effectiveness and simplicity.
GutuCakes also received recognition from one UK’s top Wedding Show and requested for them to set up a stand at an upcoming show. At the show, GutuCakes had amazing attention and the orders poured in. Many people said they were drawn by the colors and the brand’s overall presentation.