Packaging Design Projects in SofiaPackaging Design Projects in SofiaCakeaway - Brand & Digital Rebrand
From invisible product to lifestyle movement
Cakeaway had something genuinely rare - fresh cake in a jar, no preservatives, 40-day shelf life, already distributed in Sofia Ring Mall, Mangi Piangi and through an in-house Cake ATM (the first of its kind in Bulgaria). The product was real. The brand wasn't.
When I first audited the site, the numbers told the story: 711 sessions per week, 0% returning customers, 7 abandoned carts weekly, zero email list, and social channels driving traffic that converted to nothing. A great product, trapped in an invisible brand.
The brief was clear: transform Cakeaway from a product into a lifestyle movement. 
