Celebrating a Decade of Delight-filled Memories. Sarah’s Cake Shop wanted to celebrate their 10th anniversary by taking the brand to the next level. Extracting diligent research and insights about the brand, SED created delight-filled designs, using the concept of “layers” as a way to personify the cakes and memories for which Sarah’s is best known. Sarah’s’ custom cakes & desserts are the veritable centerpiece of every party; similarly, we created strategic, informed and proprietary designs that matched. SED created a primary logo, secondary logos, iconography, patterns, brand language, tagline, print ads and attention-grabbing cupcake trucks … all equally layered with emotion, personality, sophistication and longstanding appeal.