King of Cakes

Brochure + Loyalty Card

The King of Cakes, a chain of German bakeries, wanted a visual update without changing the current logo. So we sat down with the King himself to understand the brand and gain a feeling for where he is taking his Royal Pie-ness.

Oblong set about creating visual elements around the current logo and incorporate humour and wit, to strengthen the brand and create a point of difference.

Hand drawn illustrations, bold uneven type, warm and wholesome colours, and the humour of old German sayings (with English translations) provided the icing on the cake.