Rachael Hollis Design Logo
Laulie Cakes Page Header
Overview

Laulie Cakes is a Missouri-based bakery specializing in custom cakes, cupcakes, and cookies for everyday treats and special events. While beloved locally, the visual identity no longer reflected the warmth, creativity, and quality of the bakery’s offerings.

A strategic refresh was developed to align the visual system with the bakery’s handcrafted approach, creating a cohesive identity that could be applied across packaging, marketing, and digital touchpoints.

Brand Evolution
Role

Brand Designer

Focus

Brand Strategy: Print & Digital Media

Scope

Updated Brand Identity

Laulie Cakes Original Logos
Challenge:

Elevate the brand identity to reflect premium craftsmanship and personal service while maintaining warmth and community familiarity.

Objectives:
  • Modernize the visual identity to reflect premium, custom craftsmanship
  • Preserve the warmth and approachability
  • Create a cohesive system adaptable across packaging, signage, and digital platforms
  • Improve brand consistency and professionalism
  • Establish a scalable identity foundation for future growth
Strategy:

Balance elevated craftsmanship with heartfelt personality. Typography, color, and supporting graphic elements were refined to communicate quality and care, while maintaining softness and approachability. The system was designed to feel handcrafted yet polished, mirroring the bakery’s products.

Laulie Cakes Logo Suite
Execution

Reimaging the logo through custom hand-drawn lettering to reinforced the bakery’s artisanal personality, creating a timeless, scalable mark capable of performing seamlessly across physical and digital touchpoints.Redrew the logo by hand to preserve a unique artisanal feel while refining balance and scalability.

Bringing the Brand to Life
Laulie Cakes Marketing Materials
Laulie Cakes Indoor Signage
Laulie Cakes Packaging
Laulie Cakes Apparel
Laulie Cakes Vehicle Graphics
Laulie Cakes Social Media
Execution:
  • Color & Typography: Developed a warm, approachable color palette and complementary typefaces to enhance cohesion.
  • Supporting Graphics: Created consistent visual elements to unify packaging, marketing, and digital applications.
  • Guidelines: Established rules to maintain consistency across all future applications.
Impact
  • Elevated brand perception to better reflect product quality and custom craftsmanship
  • Strengthened visual consistency across in-store and digital touchpoints
  • Preserved the brand’s warmth while increasing professionalism
  • Created a scalable system capable of supporting continued local growth

Concepts shown above are the intellectual property of Rachael Hollis. All work is displayed for portfolio purposes only.