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SOULCAKE: Designer Cupcake Shop
Project Type
Branding Strategy, Visual Identity, Logo design, Retail design, Business Assets, Packaging Design, Web design consulting, Campaign ideas
Date
2020-2023
Location
Oslo, Norway
Praise from our client
“Christine had the experience and skills we needed to take our business to the next level.
She listened to our needs, wants, and ambitions, and she gained our trust early on. Since starting our journey with Christine we’ve increased our revenue by 4x! And we‘re expanding and growing faster than ever. If you’re in a similar situation as we were, go for it! You’ll not regret it!”
- Ragnhild & Sunniva / Soulcake.no
What started as three people baking cupcakes in a tiny kitchen is now Oslo’s most colorful, cult-worthy dessert brand — and we crafted the bold, playful identity behind it all.
Back when Soulcake was just three people baking out of a tiny production space, I knew they had something special. The cupcakes? Next-level. The vibe? Electric. The potential? Off the charts. So I reached out — and I’m so glad I did.
Ragnhild and Sunniva had a clear dream: an iconic, playful, pastel-covered brand that felt as joyful as biting into one of their cupcakes. It took time to align all the ideas swirling in their heads, but once the vision locked in, we ran with it.
We built a brand identity designed to stop people mid-scroll — and mid-bite. A bold, memorable logo, custom icons, a sprinkle-inspired pattern, and a color palette that screamed fun. Then came the packaging: cupcake boxes, shopping bags, cups, hoodies, aprons — all covered in cheeky copy like “Cupcakes and Chill” and “Someone’s got great taste.” Those pink bags? They became walking billboards all over Oslo. Exactly the plan.
Today, Soulcake has multiple locations across the city, a cult following, and a brand people love to photograph almost as much as they love to eat. From day one, the goal was to make every touchpoint so good, so “insta-worthy,” that customers couldn’t help but share it. Mission accomplished.
