Cake Bakery // Uglycakes
#BRANDING![](https://freight.cargo.site/t/original/i/aa3100c86da7fd3d0446765618270eb7e078dde97009fbcdb4df6de9e14995ca/nuovoport-01.jpg)
UglyCakes is a one-girl-bakery that has taken Milan and Instagram by storm.
Her kitsch cakes in pastel acid colours became a hit due to their witty and occasionally crass slogans. For our collaboration, I drew up some visual cues and character designs in a child-like, playful style.
![](https://freight.cargo.site/t/original/i/4c1f67d84cad5d2deac40accb4619452519dc42b717c68eb54eebffbc84647d0/nuovoport-02.jpg)
Client
and ostentatious aesthetic.
CAKE BAKING INFLUENCER
The client runs a very popular business. Her cakes are well known in Milan for their kitschand ostentatious aesthetic.
Task
of the cakes, playing around
with her hironic take on ugliness.
IDENTITY AND ILLUSTRATION
I was tasked to build a visual identity that would fit the vibeof the cakes, playing around
with her hironic take on ugliness.
Solution
CHILDISH BRUTALISM
I mixed brutalistic design with a pop-punk look of the 1990s. I made the identity cohesive with childish drawings and the hand-drawn custom typeface.![](https://freight.cargo.site/t/original/i/034ad5f3ba00a1a06fdcab92e5f334b349e4c529d4d2cf0d033d316a99a633cb/verticale-ampia.png)
![](https://freight.cargo.site/t/original/i/526ea9b1ab85d49f51fb0068ae2aa20a6f0adb3394113d349ac565a934af1067/personaggini-08.png)
![](https://freight.cargo.site/t/original/i/53bc1e1a785930fd5509c3fb873c990653cb331762ba2ef1d66a61b30b91bd01/personaggini-09.png)
![](https://freight.cargo.site/t/original/i/f0f973639b2955fd58a6d0d24bb2299a42716a887567f986866f5ccf3e4f322f/personaggini-07.png)
![](https://freight.cargo.site/t/original/i/5a4be6f580952df7b49f3a298abd1224080fc318ec2a23c200f3566aa82bf5f1/nuovoport-04.jpg)
![](https://freight.cargo.site/t/original/i/99400af69fc0cda72ba4ba5d046f74dd668838c0f4d34271e1499d744bad359b/uglycakes-typeface-display_new-02.png)
![](https://freight.cargo.site/t/original/i/cd796eada49d7f67c4a603d48eccfc6783d597d34895ba55628f9b30e6978a50/uglycakes-typeface-display_new-01.png)
![](https://freight.cargo.site/t/original/i/d2b5c0af409f31ef886e386eb2b6291adc07d295ada14cb664e79db8fb2d94d0/Untitled-2.png)
![](https://freight.cargo.site/t/original/i/12568c8372147f17b064a42677c4090b445085a7749f987d3a9add313fef36cf/nuovoport-05.jpg)
![](https://freight.cargo.site/t/original/i/5f6f9c47ae814dbc58c0e381273765f7ded59714a186dd4f1bf3969371c8ad32/nuovoport-06.jpg)
Tools used: sketchbook, pens and markers, Procreate, Illustrator, Photoshop, FontLab.
Sandro Fieno
Illustration & Design
✎work
- Ramen shop identity
Masayume Izakaya - Cake bakery identity
Uglycakes - High-end restaurant identity
BITES - Burger shop identity
Chuck’s Milano - Yoga studio identity
Yoga Dinamico - Educational poster
Magic World of Mushrooms - Event identity
Kent County Council - Gay Pride event identityRete Brianza Pride
About me
Behance
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