Just as when your life changes, when your business changes, it’s time for a new look… and in the world of marketing, we call that rebranding. Pixels is asked to help businesses rebrand with new logo treatments and visual vocabularies all the time, but it’s particularly fun when it’s someone you know and respect. Enter Haylee Greene.

Haylee is a baker and the owner of Indulge Specialty Cakes & Baked Goods. We created her original branded logo, and businesses cards too, back in 2015. We had a blast because 1) she’s a dynamo and has been such a wonderful friend, and 2) we happen to have in common the fact that Indulge and Pixels are specialty vendors who work events like weddings. In other words, we often run in the same circles.

Haylee stepped away from the baking business for a season (and got married!) and when she decided to come back to the business, she wanted a refresh and we were happy to help.

Original business card and logo for Indulge Bakery designed in 2015:

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As we do with all branding clients, we started with a conversation about what she wanted from the logo in this new world and asked for inspiration and examples of what she found attractive. Haylee shared a desire for something more earthy in terms of palette and more handmade – even hand-drawn in look and feel (like her gorgeous baked creations) and provided us with some parameters. It was an overhaul and we enjoyed the challenge of making the look different, but still indicative of who she is, what her business does and appealing to the eye.

Her response from the first round of logos: “You have outdone yourself!! Honestly, I don’t know how I’m going to choose! You definitely nailed exactly what my vision was.”

First round of concepts for the updated Indulge Specialty Cakes & Baked Goods:

After some tweaking, we sent along a second set and she reviewed those as well. When she found the winner, she wrote us to say, “Thank you for working so hard. It seems even more important to me this time for many reasons. I love that you are so willing to help me make it perfect.”

Final logo design for Indulge Specialty Cakes & Baked Goods:

Rebranded final business card design for Indulge:

The business card design was just as fun and gave Ryan the chance to throw out some wild card ideas to see where Haylee was with thoughts on taking the branding beyond the logo. In the end, she opted for a mix of traditional and earthy, which suits Haylee as a person and how she wants to market the business.

[By the way, and not for nothing, Haylee and Indulge make crazy good cakes and cupcakes, plus AH-MAZING whoopee pies!!]

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