Mac's Cakes is the hobby project of Amsterdam based baker Machteld Post. She creates one-of-a-kind hand crafted cakes using fondant and her imagination. Each cake design is unique to each of her clientele and represents a special anecdote particular to them.
Using that idea as a base, I developed an identity for her centered on the idea of capturing stories. Photos timelessly capture memories, and so a photo of an empty cake about to be decorated tells us a memory is about to be created!
Graphically, I used scrapbooking elements for her identity system because scrapbooking is very much about handcrafting memories, which is exactly what she does, but with cakes :D