Creative rebrand for Waikato cake & cookie maker, Ali

The Client

I’m ridiculously excited to share this one — the rebrand for All Iced Up, and honestly, it was every bit as delightful as the name suggests.

Ali is the creative behind All Iced Up — bringing custom cakes and luxe vanilla cookies to life with a big dose of personality, genuine craft, and a fabulously bold eye for colour. Her work is the kind that makes people stop mid-scroll and immediately start planning an excuse to order something.

But her brand? It wasn’t keeping up.

The Challenge

Ali had a cute DIY logo that had gotten her started — but as her business grew, the cracks were starting to show.

She needed a brand that:

Reflected the quality, creativity, and colour-confidence she brings to every single bake

Solved the inconsistency problem — no more wrestling with mismatched fonts and colours across every new design

Gave her a cohesive brand system she could actually use — without overthinking every decision

Positioned her as the go-to for custom celebration cakes and cookies in her market

The Approach

We started with research and strategy — because a pretty logo without a solid foundation is just decoration.

Together we worked through:

Who Ali’s ideal clients are — people who want something special, not just a cake; customers who appreciate craft, colour, and the kind of detail that makes a celebration genuinely memorable

What makes her different — the joy she brings to the work, her fearless use of colour, and the custom creativity she puts into every order

What the brand needed to communicate — warmth, quality, and a sense of fun that still feels elevated and intentional

Then we built the visual identity around that foundation:

A colour palette that captures Ali’s bold, joyful personality while feeling cohesive and considered

Typography that balances playfulness with polish

A complete brand system — fonts, colours, and design elements all mapped out so every future decision is easy, not exhausting

The Solution

The result is a brand that finally matches the standard of Ali’s work.

Everything has a purpose. Everything works together. And most importantly — everything is easier. Ali can focus on creating extraordinary cakes instead of second-guessing every design decision she makes along the way.

A visual identity that radiates creativity, quality, and colour

A consistent brand system ready to use across packaging, socials, and beyond

Design assets that grow with the business — not against it

The Results

All Iced Up now has a brand as beautiful and considered as the products Ali creates.

And honestly? I think it’s pretty cute!

See the full brand reveal here: https://www.twine.net/signin