Overview
Our clients at this small business in Aberdeenshire offer a delicious range of cakes and bakes for a variety of occasions. We have worked with the Wild Thistle team since the inception of the business, establishing a brand identity tightly coupled with the product range, the target markets, the price point, and the scale of the operation.
The business has two target markets (wedding/event organisers and fans of baked goods looking to enjoy an affordable luxury). As such, Wild Thistle’s product range encompasses bespoke wedding and celebration cakes, cupcakes and traybakes. An important challenge for the branding has been to evoke an ‘approachable excellence’- supporting the business’ growth into wedding markets while continuing to offer assortments of smaller, more affordable items.
With a view to establishing a strong local customer base, the original branding was weighted towards the latter, using a playful, informal aesthetic to convey accessibility. The strategy proved successful, and word-of-mouth promotion from delighted customers resulted in a significant increase in commissions from the wedding industry. With the wedding market now representing a more significant percentage of the business’ output, the visual identity of the brand was refined to make it more concordant with those of the competition, while retaining its personality and narrative.