This is the sweetest brand we ever helped create. Two enterprising ladies approached us to brand their new cake and desserts venture in Amman, and we immediately latched onto the founders' desire to make cakes that are unpretentious and not over-decorated, like most other cake shops in Amman. The founders made it clear where they came from. One, a mother who has spent decades perfecting her homemade cakes. The other, an up-and-coming desserts guru and food stylist, who had toured kitchens around the world to hone her cake-making skills; she was already delivering cakes to a growing base of customers from her kitchen home. The spirit of the new venture was: amazing desserts with a homemade heart. So SYNTAX banished all French sounding names and came up with The Cakery. Unpretentious. Direct. Celebrating the kitchen, its tools and its processes. The whole visual style of The Cakery's branding, from the logo, the photography style, to the hand-drawn illustrations of kitchen utensils, all stay true to the home-made spirit and contemporary urban simplicity. The Cakery started out as a delivery and catering-only business that had no store, so the visual marketing approach was critical. We produced everything from The Cakery's extensively illustrated menu, the packaging and their website. Then when the Cakery opened its first store, we designed a unique sign, and advised on some of the aspects of the interior design that carried over the unpretentious spirit, focusing on the idea of home-made, and celebrating the process of cake-making. The Cakery has been a resounding success. The number one reason is the quality of the product; but the unique branding stood out between the competitors and put this business in a league of its own.