A Premium Brand Transformation for a London Wedding Cake Designer
Luxury Brand Design for Sugar & Stories, London
Client: Sugar & Stories
Location: London, UK
Project Scope: Full Brand Strategy, Identity Design, Visual System
When your brand no longer matches the level you’re playing at
Sugar & Stories is a luxury wedding cake studio based in London, known for creating elegant, romantic designs that capture each couple’s unique love story.
After eight successful years, founder Jasmine had become one of the city’s most sought-after cake designers - featured in leading wedding publications and admired for her artistry and attention to detail.
But while her business had evolved, her brand hadn’t.
Her visual identity, originally based on a template from the early days of her business, no longer reflected the level of refinement and exclusivity her work had come to represent. Jasmine began noticing a disconnect: while her cakes embodied luxury craftsmanship, her branding still felt “small business” - and that gap was beginning to impact how clients perceived her value.
She came to Monroe Creative ready to invest in a premium brand design that would reflect the elevated, romantic experience her London clientele expected.
The challenge
Jasmine’s existing branding was charming, but it lacked the sophistication and clarity her audience had grown accustomed to.
Her clients - high-end couples seeking couture-level wedding details - wanted to feel instantly reassured that they were in expert hands. Yet her old brand wasn’t communicating that level of trust, exclusivity or artistry.
She needed a brand identity that could:
Reflect her growth and creative maturity
Appeal to the luxury London wedding market and
Confidently position Sugar & Stories as a premium brand within her industry.
The before:
Images from @sugarandstoriesldn
The vision: a brand that speaks to love stories
Every Monroe Creative project begins with strategy.
Through my deep discovery process, I worked with Jasmine to uncover the heart of her brand: a celebration of timeless romance, craftsmanship and storytelling.
Our goal was to design a refined identity system that expressed this emotional connection - while elevating her positioning within the London luxury wedding scene.
The process: from strategy to sophisticated design
1. Brand Strategy & Messaging
We began with a full brand strategy and messaging guide - defining Sugar & Stories’ mission, audience and signature creative voice. This became the foundation for every design decision, ensuring consistency across all touchpoints.
2. Logo Suite
I developed a sophisticated logo suite featuring a customised serif wordmark paired with a delicate peony monogram - a nod to Jasmine’s signature floral motifs. The typography feels timeless, confident and subtly romantic.
3. Colour Palette & Typography System
The new palette draws inspiration from soft pastels and gold undertones, reflecting the romance of her cakes and the warmth of her client experience. Paired with elegant serif typography, it feels both classic and contemporary - perfect for a premium London brand.
4. Pattern Design & Submarks
To enhance brand flexibility, I created a collection of bespoke submarks and patterns. These details add a layer of craftsmanship and personality, ideal for packaging, stationery and social assets.
The result: a brand reimagined
The transformation was immediate.
Sugar & Stories’ new identity now mirrors the elegance and artistry of Jasmine’s creations - refined, romantic and unmistakably premium.
Within weeks of launch, Jasmine noticed a shift: clients were enquiring with greater confidence, her pricing was met without hesitation and her brand finally felt aligned with her expertise and ambition.
“Working with you has been an absolute dream! The new branding perfectly captures the essence of Sugar & Stories. I’m thrilled with the results and can’t wait to showcase it to my clients.”
“The quality of enquiries I’ve been getting since the rebrand is insane! I obviously knew I needed a rebrand, but seeing the enquiries I’m getting now, I’m ecstatic!”
The power of premium brand design in London
In a city as design-conscious as London, your brand identity is often your first point of connection with high-value clients.
Premium brand design isn’t just about looking beautiful - it’s about creating clarity, trust and emotional resonance at first glance. For Sugar & Stories, that shift meant moving from “lovely local brand” to recognised creative leader in her field.
That’s the difference a strategically crafted brand can make.
Ready for Your Own Transformation?
If Jasmine’s story resonates with you - if your brand no longer reflects the level of your work - it might be time for your own premium brand design transformation.
I work with established founders and creative businesses across London and beyond to create brands that are as beautiful as they are strategic.
Let’s create your next chapter together.
