Developing the brand identity of Thyme & Caramel.

The Client

Thyme & Caramel is a gluten-free and hand-crafted vegan buttercream cakery started in 2016 by Arielle, then a 14 year old girl who is passionate for food, art and sustainability. She wants to bring a new perspective to cakes as a guilt-free pleasure by using only real, plant-based ingredients.

Arielle believes, by practicing sustainability in running her business, she can contribute and inspire the younger generation to live a more sustainable and healthier lifestyle.

Source: Thyme & Caramel

The Ask

Arielle knows for sure that she wants to highlight her brand’s values -clean ingredients and sustainability, in her communications. She wants her brand to portray these value visually through her social media and website.

She contacted For Good to get help in developing Thyme & Caramel’s brand identity as well as her first marketing strategies as well as execution.


The Work

To answer her request, we came up with a clean design with a touch of organic style through a water-painting textures. We also brought pastel colours to match with Arielle’s youthfulness. Our first task was to develop her logo and brand board.

Our second task is to develop Thyme & Caramel’s online shop using a squarespace so she can easily update the content in the future.

We then brainstormed with her on her goals for her first years. We identified three main goals and translated them into online and offline marketing campaigns that would direct the audience to her website. Some of the collaterals we produced for her marketing campaigns include: 

Profile Video

Presentation slides for her speaking engagements

Social Media content layout

Photo bank

KMS Pico