Cupcake’s old logo used an Egyptian serif and an almost illegible script wordmark. Through research, archetypes, and a change in messaging, I repositioned Cupcake to have a much more specific audience – Women who enjoy wine with their friends on girl’s night.
Brand archetypes and posistioning
Identity and packaging
A gift crate to give on special occasions and Cupcake personalized wine glasses.
Items that support the brand voice would be available for purchase online or in store.