Case Study · 2025
Caked by Tee
Brand Identity Design + Mobile Ordering Experience
- Industry
- Bakery / Pastry
- Role
- Creative Designer
- Services
- Brand Identity · Logo · Visual Identity · UI/UX · Mobile App
At a Glance
Twenty seconds, then the full story.
- Duration
- 2 weeks
- Role
- Brand Identity & UI/UX Designer
- Industry
- Bakery · F&B
- Deliverables
- Logo · Brand Identity · Mobile App UX/UI
- Target Users
- Customers ordering custom cakes & pastries
- Year
- 2025
Overview
Creating a premium bakery experience beyond social media ordering.
CAKED BY TEE is a pastry business that primarily received customer orders through WhatsApp and direct messages. While this worked initially, the ordering experience became difficult to manage as customers needed multiple conversations to explain cake sizes, flavours, decorations, pricing, and delivery.
The goal of this project was to redesign the brand identity while creating a mobile experience that allows customers to browse products, customise cakes, and place orders in a much simpler and more enjoyable way.
The Challenge
A beloved bakery, held back by its tools.
WhatsApp bottleneck
Orders depended on manual conversations.
Repeated questions
Customers asked the same things every time.
Hard to customise
No structured way to spec a cake.
Slow to order
Ordering took too many back-and-forth messages.
Weak visual presence
The brand didn't feel premium yet.
Project Goals
Four commitments.
01
Create a memorable premium bakery brand.
02
Design an intuitive cake ordering experience.
03
Simplify custom cake requests.
04
Build customer trust through strong branding.
Brand Strategy
A quiet position in a loud category.
Strategy came first: creative direction, brand personality, and a keyword set that every decision, from the wordmark to the button radius, had to answer to.
Typography
Caked by Tee
Lucida Calligraphy · Logo wordmark
Aa Bb Cc
Playfair Display · Mobile app headings
The quick brown fox jumps over the lazy dog.
Poppins · Body text
Colour Palette
Primary
#830037
Background
#F7F7F7
Neutral
#594047
Final Brand Identity
The system, applied.
The Digital Experience
Designing an easier ordering experience.
A dedicated mobile application replaced the DM back-and-forth with a structured, delightful flow, one that treats the cake as a product to be composed, not a message thread to be untangled.
- →Reduce customer confusion.
- →Reduce manual conversations.
- →Make cake customisation enjoyable.
- →Make ordering faster.
User Flow
From landing to doorstep.
01
Home
02
Browse Cakes
03
Product Details
04
Custom Cake Builder
05
Cart
06
Checkout
07
Order Tracking
Final UI
The finished screens.
01
Home
A calm entry point that puts featured cakes and the customiser one tap away.
02
Browse
Browsing organised by moment, birthdays, weddings, everyday.
03
Cake Details
Considered product pages with sizing, flavours, and provenance.
04
Customisation
The heart of the app, a visual, guided cake builder.
05
Cart
Clear pricing, no surprises before checkout.
06
Checkout
Frictionless payment, honest delivery timing.
07
Order Tracking
Live status, from bake to doorstep.
Customisation
A cake, composed in twelve steps.
01
Canvas
02
Cake Size
03
Shape
04
Layers
05
Texture
06
Flavours
07
Colour Theme
08
Art Style
09
Add-ons
10
Final Preview
11
Price Updates
12
Checkout
Mockups
In the world.
Results
Signals from the shift.
—
Reduced ordering friction
—
Simplified customisation
—
Premium brand perception
—
Improved customer experience
Metric placeholders — final numbers pending post-launch tracking.
What I Learned
Balancing branding and usability is a discipline, not a compromise. The brand had to make the app feel worth using; the app had to make the brand feel worth trusting.
Designing for real customer behaviour, not idealised journeys, is what made the customisation flow actually reduce workload for the founder.
A well-considered interface can quietly do the work of a small operations team. That is the most rewarding kind of design.
Next Project
Brand Identity · 2026