CUPCAKE CENTRAL BOOK

Hatching dreams for Cupcake Central.

Small goes big – cupcakes are seemingly everywhere. And that’s great if you love devouring them, which we all do at Big Dog. But from a business point of view, this poses a challenge: market saturation means more competition.

So how does one stand out in a busy market? That’s what the crew at Cupcake Central, a boutique cupcake brand with stores in Highpoint, Melbourne Central and Hawthorn, came to us with – how do we tell a true brand story that will make Cupcake Central top of mind as the place to go for beautiful cupcakes?

What was Big Dog’s solution? Firstly, we adopted the old rule of thumb: immerse yourself in the product. No problem there. After devouring copious amounts of cupcakes, our design team got cracking on a tasty solution.

To stand out and make some noise we decided to do the important things right first; photography, featuring the products and telling a good story. We also chose to insert some of the magical ingredients for people to sample once they bought the book, along with some kitsch coking utensils to compliment the brand.

Our head designer (Stasi Kotaras) led the charge, pulling together all the right ingredients to craft an amazing coffee table-style book featuring sumptuous photos of cupcakes, recipes and stories on the people behind the business.

The Big Dog team handled the entire project from concept development, design, photography and art direction through to proofing and print.

Results to date have been amazing with over 450 books sold, which far exceeded client expectations. 100 books were initially printed, and sold out in less than 10 hours! Cupcake Central is also enjoying a spike in sales, as well as a backlog of book orders.

The success of this project reaffirms our love of good design and print. Yes, we do activation, events and digital, but we also love print! It’s not going to die – that’s silly talk. Strong design will help print live on, and that’s something Big Dog is proud to be a part of!