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Scratch Bakes Cafe

Logo & Branding Update

Creating a fresh logo that moved this family-owned and operated eatery beyond its roots to what it represents today.

Scratch Bakes began as an in-home cupcake business for Laura Will using her mom’s Kitchen-Aid mixer.  Over ten years later, Laura and her husband Jason grew Scratch Bakes into a bakery and cafe serving two locations in downtown Lancaster and Ephrata, PA, offering coffee drinks, a delicious breakfast and lunch menu, and the bakery items they began with.

The Challenge

The original Scratch Bakes branding was a great representation of the company’s beginnings, utilizing baking tools to represent their homemade decorated cakes, cupcakes, and baked goods. Today, Scratch Bakes represents more than these elegant confections. Now, you’ll find fresh, hand-made soups, salads, sandwiches, and sauces, in addition to coffees and baked goods. Did their brand truly represent everything they offered to their customers?

Our Strategy

Working with Tower, the Scratch Bakes owners wanted a new logo and brand assets that showcased their growth and the fact that everything they do is made-from-scratch still to this day. Tower’s first recommendation was the addition of the word “Cafe” into their name to give a true picture of what customers could find in their shops. We then created brand assets that moved away from baking tool visuals and instead introduced visuals that showed the fresh, real ingredients they use in everything they prepare and serve. We also created a custom color palette based on the sage green dishware they use in their cafes.

The Results

Assessing all the packaging and signage used throughout the cafes, Tower created a new Scratch Bakes Cafe logo with variations suitable for use on their boxed lunch containers, coffee cups, cold drink cups, and seal stickers, as well as digital use on their website and social media. For future use, we also provided designs for store-front signage and store merchandise.

“We love the new Scratch Bakes look and we appreciate Tower’s hard work.  We are already ordering new supplies and implementing the logo at the cafe!”

Jason Will, Co-Owner, Scratch Bakes Cafe

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