High-End Brand Transformation: Hayley Elizabeth Cake Design

“Sarah intrinsically knows how to communicate a brand’s message to high-end clients – they now know my business offers an elite service as soon as they see my presence both online and offline.”

– Hayley Jones

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Running a business is all about evolving, changing and developing. There’s something quite special about stepping back and seeing just how far a client has come over the years; in terms of branding, the direction they want to take their business and how much their confidence has grown. And that’s certainly the case with Hayley, the Founder of Hayley Elizabeth Cake Design. 

I’ve had the pleasure of working with Hayley over a few years now, working with her on very first rebrand back in 2017. Beginning her business as a farmer’s market cupcake seller, Hayley’s brand was limiting her potential and she had quickly outgrown her position in the industry. Offering a high-end service, her talents deserved a place in the luxury wedding market, but Hayley was well aware that her original branding wouldn’t get her to where she wanted it to be. 


It was a ‘tipping point’; a pivotal moment and a life-changing decision that would transform her business and clientele. I worked carefully with Hayley, providing her with a complete rebrand and new website, propelling Hayley’s business into the world of luxury. That was in 2017, and three years later, Hayley returned to me again. Her brand was once again ready to take the next step in her journey to reach her ideal client.  

I recommend rebranding every three years or so, unless there is change in direction sooner. It is a daunting process and can take a lot to be able to take the plunge to rebrand. Hayley explains that it has been, “so exciting but at first I also found it scary and really difficult to let go of my old branding!” While Hayley still adored her rebrand, she knew that her business had evolved and blossomed, and that her brand needed to follow suit. She had officially found her feet within the luxury market, carefully cultivating a niche that she needed to fully embrace to thrive. 

And that’s when change can be scary. But it can also the most beneficial thing you can ever do for your business.

Together, we endeavoured to elevate her brand to a new level of luxury, ensuring she carved a reputation as a leading cake company in the wedding industry. We needed the perfect platform to showcase her prestigious level of service and elegantly edible creations. As a Luxury Web Designer, I used an array of features to rebrand Hayley Elizabeth Cake Designs, including:

  • Hand-sketched floral elements which were digitised and incorporated into a unique emblem
  • Sophisticated yet modern brand style, with muted colours, timeless typography and subtle golden details
  • A custom WordPress website with parallax features, as well as bespoke navigation
  • Full luxury brand stationery suite with hot foiled boxes, gold tassels, vellum and wax seals

Hayley’s rebrand has seen her reach a higher-end clientele with higher budgets. She has also broken into the London wedding market, working at venues including One Great George Street and Scott’s in Mayfair. Leading cake magazine, Squire’s Kitchen, have also featured Hayley on the front cover – a huge win within the industry.

A rebrand can transform your business, taking it to the next level and enabling you to work with the clientele you’ve dreamed of. Get in touch to find out more. 


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