Eks Bakes

The Secret To Happiness: Cookies

Brand Identity

Content Creation

Eks Bakes started out of just two things: a love for baking and sharing that love with everyone. When Ekta Shah started Eks Bakes in 2012, she baked every dessert under the sun, but as time passed by she came to realize that she was getting known for one specific dessert; cookies. And Ekta slowly went from being the jack of all dessert to the master of cookies. Today, Eks Bakes is about all things cookie, from cookie bombs to cookie cakes and a lot more.

Our aim was to extend the sense of experiment, eccentricity, community and collaboration into their identity.

Cookies do bake the world go round and it’s time to showcase that.

the gap

Eks Bakes’ identity was generic and easy to mistake for any of the many bakers present in the city. It didn’t communicate that it was a cookies-only brand.

our approach

Cookies are representative of warmth, joy and comfort, and we needed to create a brand that brought that feeling out. The look, packaging and experience needed to evoke a state of excitement for customers. So we created the logo mark with the idea of showcasing it like a cookie. The word ‘Eks Bakes’ is set in the form of a cookie with sprinkles and chips. The four symbols which make up the identity are inspired by crumbs, sprinkles, chocolate chunks and cookie cutters - all things essential to cookies. Using these symbols we created a pattern which almost looks like an explosion and applied that to the packaging and other collaterals. To complement the exploding logo we came up with the line, ‘an explosion of yum’ to describe the brand.Cookies are the easiest road to happiness, ask anyone who’s had a cookie from Eks Bakes, they’ll agree. All we needed to do, was showcase that through design.