Jenna Rae Cakes

Location:Winnipeg, Manitoba, Canada
Services:Website Design, Packaging, Illustration


Jenna Rae Cakes is a local bakery that offers everything from custom cakes (for every occasion), to a full slate of sweet treats including macarons, cookies, cupcakes and more.

JRC officially opened their doors in spring of 2014, and was as close to an instant success as you can get. With lines around the block and an Instagram following that shot into the tens of thousands, customers flocked to the business not just because of the product, but because of the branding. Done extremely well right of of the gate (thanks to uber-talent and business partner Ashley Illchuk), they required a team to take that branding and bring it online. Years later — with the website in full motion and the team ever-expanding — we were asked to bring an illustrated touch to a macaron box — executed with a delicate gold foil — to augment their growing line of custom products.

As our goal was not to re-invent the brand — nor to tweak it — the website exercise was primarily about functionality. Without sacrificing the attention to detail that made the brand a success in the first place, we mapped out a logical framework, relying on strong grids and typography to carry the design. Once this was in place, we focused on photography, namely how the images would display the product, what the banners could/should look like. When approached to design the custom mac box, Jessie let loose with her creative side, illustrating an elaborate yet sophisticated combination of seasonal symbols of peace, love and holiday spirit. They both work independently and when combined, the sign of a strong underlying brand.