All Iced Up brand case study
Project: Creative rebrand for Waikato cake & cookie maker, Ali
The Client
I'm ridiculously excited to share this one — the rebrand for All Iced Up, and honestly, it was every bit as delightful as the name suggests.
Ali is the creative behind All Iced Up — bringing custom cakes and luxe vanilla cookies to life with a big dose of personality, genuine craft, and a fabulously bold eye for colour. Her work is the kind that makes people stop mid-scroll and immediately start planning an excuse to order something.
But her brand? It wasn't keeping up.
The Challenge
Ali had a cute DIY logo that had gotten her started — but as her business grew, the cracks were starting to show.
She needed a brand that:
Reflected the quality, creativity, and colour-confidence she brings to every single bake
Solved the inconsistency problem — no more wrestling with mismatched fonts and colours across every new design
Gave her a cohesive brand system she could actually use — without overthinking every decision
Positioned her as the go-to for custom celebration cakes and cookies in her market
The Approach
We started with research and strategy — because a pretty logo without a solid foundation is just decoration.
Together we worked through:
Who Ali's ideal clients are — people who want something special, not just a cake; customers who appreciate craft, colour, and the kind of detail that makes a celebration genuinely memorable
What makes her different — the joy she brings to the work, her fearless use of colour, and the custom creativity she puts into every order
What the brand needed to communicate — warmth, quality, and a sense of fun that still feels elevated and intentional
Then we built the visual identity around that foundation:
A colour palette that captures Ali's bold, joyful personality while feeling cohesive and considered
Typography that balances playfulness with polish
A complete brand system — fonts, colours, and design elements all mapped out so every future decision is easy, not exhausting
The Solution
The result is a brand that finally matches the standard of Ali's work.
Everything has a purpose. Everything works together. And most importantly — everything is easier. Ali can focus on creating extraordinary cakes instead of second-guessing every design decision she makes along the way.
A visual identity that radiates creativity, quality, and colour
A consistent brand system ready to use across packaging, socials, and beyond
Design assets that grow with the business — not against it
The Results
All Iced Up now has a brand as beautiful and considered as the products Ali creates.
And honestly? I think it's pretty cute!
Kind words from the client
"What a fun experience it was working with Kelly when designing my new Cake & Cookie brand. Creative, funny, super efficient and happy to change things on the fly. Can’t recommend enough!"
Ali Williams, All Iced Up, Pirongia
Ready to work together?
Ready to dive in? Book a free 20min discovery call and we'll talk through your goals and get the ball rolling!
Not sure what you need? Start with a Brand Audit, we'll figure out exactly what's holding your brand back and what needs to happen next.
Based in Kihikihi, Te Awamutu, working with ambitious growing businesses across New Zealand.
ABOUT
A Waikato graphic design studio helping New Zealand businesses show up with confidence and attract the right clients through strategic branding & websites.
GET IN TOUCH
kelly@creativebox.co.nz
0272468761
INFORMATION
About
Recent Work
The Process
Blog
Contact