The Cakemaker is a British, Swedish based baker of high end designer cakes. He was tired of the standard format of the ‘cake’ website which are “quite predictable” and wanted a site that was more aligned to his persona. 

The idea was to give the site energy in the shape of motion, attitude in the form of a dark theme and the use of a bold typeface and personality in the honest tone of voice.  

The new website makes a statement, it ‘breaks tradition’ in the words of The Cakemaker and sets the tone for anyone who wants to follow.