Do Not Design for Rachelrax Cakes - celebrating the fun and flavour in baking with an iconic mascot
Rachelrax Cakes
Services
Research & Analysis
Brand Positioning
Brand Identity
Communication Strategy
Creative Direction
Design Direction
Wayfinding & Signage
Creative direction
Yanda
Logo Design
Preston Tham / Jesslyn Sutisna
Design & Art direction
Yanda / Preston Tham / Delaphy Ng
Illustration
Jesslyn Sutisna / Delaphy Ng
Collaterals Photography
The Gentle Studio
Printing
KS Packaging / Pixel Tech
A project by Do Not Design
Rachelrax is a carefree, fun and explorative brand selling pastries and cakes. In rebranding Rachelrax, the goal was to create a feast for the tastebuds and eyes through its experiential packaging and whimsical style.
The new identity for Rachelrax took inspiration from the comic world of Tin Tin and Tim Walker’s whimsical photography to create a visual and packaging that reflects Rachel’s experimental and free-spirited nature. A combination of fun and freedom in both baking and serving, Rachelrax is truly a reflection of it’s founder. In bringing the brand to life, a visual surrealistic world; art direction system, typography, environmental graphics, tone of voice and creative guidelines were all considered. We created a flexible suite of elements fronted by Helvetica and staggered letterings. This served as a further identifier for the brand that can be combined in multiple ways to keep the brand’s image feeling fresh while maintaining a strong sense of consistency for brand recognition.
Rachelrax’s mascot is an embodiment of the bright and energetic, who are eager to change the world while having fun doing it. Alongside the main mascot are a collection of different postures and scenarios that add a touch of playfulness, quirkiness, and edge to the brand. We delivered over 10 scenarios that are expressive and joyful, from hugging candles, playing with oversized cakes and plates, to straight up chillin’ by a candle’s fire.
Photography by The Gentle Studio
For the purpose of collecting and marketing, we created a wide range of branded materials— from cake toppers, tasting notes, thank you and gifting cards to collapsible boxes and paper bags. All in the name of designing an unforgettable experience for customers.
Additional strategic and creative support was provided in the form of interim product campaigns from Mooncakes to Bubble Tea, retail activation and customer defining strategies.
To maintain a sense of comfort and functionality while serving the kitchen and front counter, the Rachelrax uniform was designed as a light T shirt and apron.
Additional strategic and creative support was provided in the form of interim product campaigns from Mooncakes to Bubble Tea, retail activation and customer defining strategies.
Rachelrax's front view is already famous, so want to make the back famous too. Playful and unique, the bottle shows off our mascot’s back view while utilising its clear walls/body to reveal the mascot’s front as one sips from the bottle. Talk about how her front view is already famous, so want to make the back famous tooPlayful and unique, the bottle shows off our mascot’s back view while utilising it.
Some say Rachelrax’s retail collaterals are considered collectible— but you didn’t hear that from us! With customers returning for their cakes only to keep the packaging, you wouldn’t be surprised to find that a quick search for #Rachelrax on Instagram would land you in a world of colours, cakes and fun.
With its instagrammable identity, Rachelrax also saw its numbers rise drastically. Since rebranding, @Rachelrax, has gained a 3750% increase in followers, rising from its humble beginnings of 400 to 15200.
Reviews from customers:
‘Taking mooncakes to another level, such a unique box!’
‘Super cute tart and messaging’
‘Everything about it is so whimsical’
‘Paper bag goals’
Social media posts and Instagram stories follow Rachelrax’s whimsical style. Whether it’s about shooting bubble tea pearls through your straw, taking a bite out of a literal moon cake, or galaxy glazed chocolate cakes, each post brings out the lively, carefree identity of the brand.
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