To most people DanCake brings associations of soulless, mass-produced bakery mostly consumed by teens in school breaks instead of their nutritious lunches. That is clearly not the best image to have clinging to your brand and also not necessarily true.

That is why DanCake needed a serious rebranding brought to life through new packaging and photostyle.

In these instagram times the culture of perfection influence our lives in an unhealthy way and DanCake have the opportunity to stand in opposition to this. Because what would you rather - stand in the kitchen for hours and hours creating that perfect, non-sugar, non-gluten, three tier, heavily decorated, insta-worthy cake, or would you just buy a surprisingly decent cake from DanCake and spend that time with your favorite people? You don’t have to perform, you just have to be present. This perspective is summed up in the slogan “overskud til samvær”.

Visually the new brand strategy is expressed in a new logo and packaging. The logo connects DanCake's three most popular products in a product series called "the Classics". The logo radiates cosiness and focuses on DanCake's history and rooting in people’s memories.

The new packaging is made of cardboard instead of plastic to give the cake a bakery like quality. The cutout in the packaging allows buyers to still see the product and is designed to look like shared pieces of cake. This aid in communicating the brand narrative.