What comes to mind when you think of cupcakes? Girly sprinkles and 1950s kitsch? How about fetish gear and strip joints? When top shoe designer Patrick Cox asked us to subvert the popular image of the cupcake by adding a dash of kinkiness to their new Soho-based cake enterprise, we were only too happy to oblige.
Sweet, innocent, yet devilishly tempting: let’s face it, there’s always been something a bit naughty about cupcakes. Our brand work for Cox Cookies & Cake takes this idea and amplifies it, drawing on the visual language of London’s most infamous red light district for inspiration.
This visual language spans everything from the shop’s neon logo and sexy black interior to the studded leather aprons worn by staff. Even the shop hoardings were designed to look like a peep show, giving passers-by a tantalising glimpse of the sugary delights soon to be available.