The Salted Cupcake Rebrand

Brand Identity / Web Design / Packaging Design

The goal of this project was to rebrand a current business that I felt could be improved. The Salted Cupcake is a cupcake shop based in Grand Rapids, MI. Although the shop is very popular, I felt the current branding did not match the overall brand’s ethos. COVID-19 has also presented new opportunities for the brand to grow and better reach their audience.

When looking at research and color theory, blue is the least appetizing color. For this rebrand project I decided to take inspiration from the shop’s signature flavor, “The Salted Cupcake”. For colors, rich tones of caramel and other flavors help the brand to feel not only more appetizing, but also more friendly, warm and inviting.

I designed a new brand identity system including a main logo, sub logos, website for online orders, dessert truck, and cupcake box packaging.