Last fall we celebrated our 10 year anniversary and decided it was a good time to update our brand to align with our vision of creating a sense of community and caring through exceptional home-style baking.
We worked with a team of very talented people and we are extremely pleased with the results. Keli Pollock and Marc Rimmer – the creative duo behind the logo – wanted to capture our philosophy of creating everything by hand. The design itself was inspired by hand-decorated messages made of icing on our cakes. We went through a quite a few variations of the “Crave” text before we got it right (just like the recipes in our test kitchen!) We even commissioned a Russian hand-lettering artist to add an authentic hand-written touch to the logo.
Another big change is we removed “Cookies and Cupcakes” from our name. Since we have added so many baked goodies to our menu, like squares, scones, cakes, pies and loaves, we think Crave captures our brand perfectly!
Farewell to Sugar
The lovely lady holding the cupcake in our original logo is named Sugar. After 10 years of hard work, we have decided to retire Sugar. We will miss her, as she was a big part of our identity and success over the years. Thank you Sugar!