Phoebe's Bakery

A boutique bakery and espresso bar discovers the power of a branded end-to-end shopping experience.

Retail Store Design + Branding

Phoebe's Bakery



Nestled in the heart of Chicago’s bustling Lakeview neighborhood is a small bakery that serves up a rotating menu of delectable handcrafted confections.



Create a cohesive retail experience and store front.

From its small beginnings, Phoebe’s began as specialty cupcake and cake shop with little to no seating. After several years in business, it found itself quickly outpaced by demand. With the selection of a new retail storefront just around the corner and a plan to expand their product offering beyond cupcakes, they needed help to re-position their brand and extend it across all their touch points. Signage, interior design and decor, branded packaging, marketing, and website.

Audrey Nilsen Studios


Brand Identity Update

More than cupcakes. An evolving brand.

In the beginning, the business was focused on cupcakes. But as Phoebe's continued to expand its menu offering and diversified, the brand needed to follow. Now customers can enjoy the experience of pastries, sandwiches, coffee and more. To keep up with this evolution a restructuring of the branding system and identity was needed.



Whimsical and friendly.

In the original identity, I utilized a calligraphy font and organic illustration of a cupcake to form Phoebe's distinctive identity. Keeping in mind the needs of this growing business, I improve legibility in application while firmly grounding and balancing the wordmark.

From a structural standpoint, replacing "Cupcakes" with "Bakery" better described the product offering. This hierarchy also enabled complimentary product branding of several of Phoebe's product lines: Phoebe's Cupcakes, Phoebe's Pastries, Phoebe's Coffee, etc.


Print Application




I'd kill for a cinnamon roll right now! How about you? Tell me about it.