Despite skyrocketing growth, We Love Cake couldn’t rest on its laurels. The once-bold brand, now five years old, needed an image refresh in a rapidly growing category constantly welcoming new entrants. The refresh needed to reassert We Love Cake’s dominance and win the hearts of a new generation of cake lovers, all while maintaining the loyalty of its existing fanbase.

In a category where taste cues are not often top of mind, We Love Cake needed to shout about the deliciousness of its range. Targeting a younger audience and specifically, those seeking out We Love Cake as a lifestyle choice not just a dietary need, it was time for us to shake things up whilst also ensuring that the benefits that speak to those with a dietary need were still clearly visible on pack.

Branding agency The Tribe delved into the heart of We Love Cake, refreshing its brand proposition around the essence of ‘Baked in Joy’. This became the springboard for a vibrant new brand identity that radiates joy and energy.

Meticulously crafted core brand elements, a more contemporary brand marque and the creation of a distinctive set of brand assets for use on and off pack proudly partner beautiful, stunning ‘taste-first’ photography heroing the deliciousness of the range.  Clearer pack navigation enables consumers to quickly see each product’s dietary benefits. This revitalisation solidifies We Love Cake’s category leadership by delivering on the ‘Baked in Joy’ promise through shelf standout, a reinvigorated brand personality, and a consistent tone of voice that comes alive across all touch-points.


  • Strategy
  • Creative Strategy
  • Brand repositioning
  • Brand World
  • Visual Brand Identity
  • Packaging Design
  • Digital Assets