Wicked Good Cupcakes Rebranding

In 2021, Hickory Farms acquired Wicked Good Cupcakes, a Shark Tank company famous for their cupcakes-in-a-jar. I led the rebranding, including the logo and design system, photography style, packaging, positioning, brand voice, and brand guidelines. My approach was to create a fun, fresh aesthetic to match the competitive space. We overhauled the website, email, social media, and print collateral which coupled with our marketing efforts and the new branding drove 50% growth post launch in 2022. I also had the pleasure to work with the founders Tracey & Dani on the post-acquisition Shark Tank update segment, producing and directing footage shot in Chicago.

Check out of the updated website: https://www.wickedgoodcupcakes.com/

Competitive Space Research

The first thing I did in the rebrand process was to explore the competitive space for e-commerce baked goods. It was fun, celebratory, and full of vibrant color. My goal was to infuse some of that energy into the brand we had just acquired.

Logo

I kept the whimsical spirit of the logo with the treatment of Wicked, paired with a modern, friendly sans serif font. To clearly communicate the product offering, I designed a cupcake-in-a-jar icon shown in this logo version.

Cupcake Packaging

Each flavor has a unique color that is referential to the flavor, provides contrast with the cupcake, or is representational of the occasion or season. The bright color palette is fun and playful. The clear label substrate showcases the delicious layers of cake, frosting, and toppings. Lids are unique and coordinate with the label to provide differentiation and variety when viewed in the mailer.