Sarah Cooper Cakes caters primarily to the wedding industry, creating cakes and other baked goods for any style of wedding. Other services include kids' parties, corporate events, birthdays, dessert bars, decor rentals, and courses for both children and adults.
Since the entertaining industry is predominantly female, the old logo was created to attract just that demographic. It was, however, limiting and didn't reflect the wide variety of products and styles that they offer. Sarah wanted a logo that is more simple and clean, yet still appeals to the female clientele.
I introduced some more masculine hues to compliment the feminine ones and chose a soft handwritten typeface to represent the handcrafted style of Sarah's cake artistry.