Our Work
Billy Cakes
Billy Cakes
Branding / Packaging
The Challenge
Anyone who has tried healthy alternatives to desserts knows they don’t always live up to the real thing. So when the creators of Billy Cake’s shared some of their samples we could not believe just how truly delicious and rich they were.
The only real challenge would be getting people to try their first Billy Cakes. We knew the product would sell itself once someone took that first bite. Therefore, the packaging branding would have be to inviting and reflective of the experience.
The Solution
We began with extensive interviews with the creators of Billy Cakes to get the story of how they were created. As a family-owned brand, the vision of Billy Cakes started small; develop healthier, nutrient dense dessert alternatives of families members with strict dietary restrictions. Also, we discovered Billy was a former athlete who loved baking. A brand that captured these contrasting personalities would be both unique and authentic.
The Common Giant team worked simultaneously to design visual assets for the brand while testing different types of packaging. On the one hand, we wanted the packaging to be recyclable and eco-friendly as part of the Billy Cakes brand standard, but on the other we needed it to be functional and economic. This lead to a lot of field testing with samples as we considered different shapes and dimensions for the logo and visuals.
When we finally settled on the right type of package we were able to match a brand aesthetic that reflected Billy’s rugged and big-hearted nature, as well as meet the visual expectations of the health-conscious and sweet-toothed.
The Result
The Billy Cakes’ brand captures the homemade charm of the baked goods and highlights their unique flavor and dense, nutritious ingredients. The aesthetic and design of the packaging is appealing and unexpected, not conforming to the traditional “health food” aesthetic or the colorful “sugar bomb” look seen on a lot of store bought desserts. Rather, Billy Cakes’ brand and packaging is something authentic and home crafted, entirely one of a kind.
Today, you can find Billy Cakes in all Village Juice & Kitchen locations as well as several coffee shops in Winston-Salem, NC.
