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The Cake rebrand

The Cake rebrand

We used to be Digital Cake.

Now we’re Cake.

After an incredible couple of years, we knew it was time to move on from Digital Cake, so here’s Luther—our creative director—to tell you everything you need to know about why now, what it means, and where we’re taking the Cake agency next.

Change is good… but why now?

The best time to rebrand is when an agency has been through immense positive change, and that’s exactly what we’ve been through.

Digital Cake began as a team of four, and now Cake is a growing team of 18, taking us from a single specialism in development to a 360-degree eCommerce agency that can take ambitious brands all the way from branding foundations through to website development, marketing strategies, and post-purchase customer retention.

We can do it all.

Our personality, team, and skillset had outgrown our visual identity and it was time to make a change; a change that took our agency forward with the maturity and gravitas that Cake had developed over years of growth.

That’s why the time for Cake was now.


What’s the main thing that’s changed?

Embracing our holistic eCommerce expertise

The most obvious is losing “Digital” from the name, and there’s a reason for that…

When we say we can do it all, we mean everything.

eCommerce goes so much further than your website or app these days, including understanding your audience, building personas, designing packaging and in-store branding—from brand discovery to your door, we can be there every step of the way.


Finding our confidence

We’re more comfortable in ourselves and our abilities than we ever have been before, so our agency identity could be stripped back, giving off an understated confidence that lets our work do the shouting for us.

With playful touches like hand-drawn elements from our very own Cakers, our unique personality can shine through without feeling forced or overpowering our newly understated, impactful branding.

Who are we now?

We’re confidently Cake.

As Digital Cake, we felt like we were held back by our own branding—we didn’t feel like we could drive our agency forward and go for more great clients and awards.

If we didn’t understand who we’d become, how could they?

In the first month of becoming Cake, we found the confidence to put our name forward for multiple industry awards, a couple of which we won!

That’s the power of Cake.


Where do we want to go?

As Cake, we have two goals we’re working towards:

Great clients: With our new-found confidence, we’re going after more of the brands we’ve always wanted to work with. Watch this space.

Building our team and community: We’re still growing, and we want to find the people who understand what we do and take them with us on this journey. This includes finding and empowering the communities around us.

Cake’s new mission:

We’re tired of being eCommerce’s best-kept secret.

As Cake, we’re aiming to make it to the top of the list when a brand starts searching for the best Shopify eCommerce agencies.

With our Mobius™ methodology, represented by the infinite loop, we want brands to know that wherever they join us in their journey to global eCommerce domination, we can help them grow.

Now, more than ever…

We are the eCommerce agency that unleashes the potential of ambitious brands.

Want to take your brand forward?

A lot goes into a rebrand and getting it right is so important.

In becoming Cake, we carried out all the branding research, all the foundation work, refined our tone of voice, updated our visual branding, and so much more.

We did it all. We can do the same for you.

If your branding doesn’t match up with the brand you’ve become or want to be, let’s take things back to basics and get your foundations right.

With the right foundations, we can launch you into eCommerce success.


Get in touch 


Luther Spicer

Creative Director

Chris Thomas


Chris Thomas

CEO & Founder

Chris has been at the forefront of eCommerce and a pioneer of online retailing since the early 00s. A 5-time Drapers Award winner, Chris has extensive experience in developing fashion brands online.

Chris founded Cake in 2016. Based in Birmingham, with offices nationwide, Cake specialises in helping fashion brands understand their market online and then helps to develop appropriate strategical direction to achieve their plan, all backed by his 20 years of operating in the retail market.