Frosted On Top

The new brand wants to convey trust, feeling cared for, and being impressive to their customers. Muted/pastel color palette feels calm and soothing. Somewhat abstract symbol alludes to the various products—cakes, cupcakes, cookies—could be cakes on a stand or the different boxes for each product.

Elegant, upscale, and flexible were the visual concepts we're attempting to portray. Let me know if I'm hitting the mark!