Curls + Cakes

Curls & Cakes is a cake studio based in Wanaka which specialises in boutique, gluten-free goodies. As a start-up business, founder and chief cake designer Danni approached White Light for a simple, fun and friendly identity that was reflective of her creative cake decoration style and was a step away from any gluten-free clichés. Great cake; gluten-free. Simple as that.

The result is a bold and playful identity incorporating simplistic, hand-drawn type and illustrations that serve to highlight the handcrafted energy that goes each cake creation and positions Danni, well-known for her curly locks, at the heart of the brand.

What we did

Concepts and idea generation
Brand identity and guidelines
Print collateral (inc. business cards, thank you cards and menus)


Photography: Danielle Anson