Fakey Cakey

Logo Name：

Fakey Cakey

Company Intro：

Fakey Cakey has never before been commercialised. It is a savoury version of a birthday (or other celebration) cake, based on healthy ingredients.

Instructions：

Overview Fakey Cakey is a new creation by Tokyo Diner, an established, well-known and well-loved Japanese restaurant in the heart of central London which was founded in 1992 by Richard Hills after he was captivated by Japanese culture, food and the language in the mid-80s. [See tokyodiner.com] Fakey Cakey was first created six years ago for Richard’s 60th birthday – a key birthday in Japanese culture as it represents the beginning of a new life cycle. However, Richard is very health-conscious and didn’t want or like overly sweet, traditional birthday cakes so Kitchen Manager Gayan created a decorated, savoury celebration cake made from healthy ingredients instead. Although based on Japanese ingredients (i.e. rice and raw fish), many Fakey Cakeys are completely Western. Six years on, Fakey Cakey is once again coming back to life as Richard and his team try to save Tokyo Diner and the team from any redundancies following the COVID-19 pandemic and the closure of so many hospitality businesses across the UK. The team is currently creating an initial selection of cakes to launch to the public, which will be available for delivery (within the M25) and for collection from their Newport Place restaurant. The logo will be used on all promotional, PR and marketing materials, including (but not limited to): the website; social media; press releases and packs; emails and e-newsletters; physical leaflets and cards; etc. Considerations The logo needs to represent the unique nature of the product and show what it is – this is, as we believe, the first time such a product has been made commercially available. It needs to be high-end and modern but this is a fun product so playful too – these will be selling at a premium price point We would like to nod to the Japanese origins by including Japanese characters as well as Roman (i.e. English) letters. The Japanese words are 和久和久 and ケーキ. We note that Japanese characters are extremely popular in London (e.g. 'SuperDry'). When we are in Japan, we frequently see inappropriate Roman fonts. To avoid the same problem in reverse, please refer to us for fonts, if needed. The logo needs to stand alone. However Fakey Cakeys will initially be made under licence by Tokyo Diner. We think that Tokyo Diner has a certain degree of brand recognition and trust so we would like to create a connection between the two brands by consumers. If the launch is very successful and demand outstrips supply, we may consider licencing another firm to make Fakey Cakey, so the logo would need to be [Fakey Cakey logo] by [other firm logo]. It needs to appeal to the target consumer: female, 25-50, disposable income, London worker, living within or around the London area, enjoys new cuisine and is curious. We are thinking of the kind of people who shop at Whole Foods Market.

Preview

Reference Samples：