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Jones Bros. Cupcakes

Raising the bar in trendy baked goods

Proving that local need not equal yokel.

Brothers Bill (the chef) and Brad (the money guy) Jones had set their sights on opening a gourmet cupcake bakery in their hometown. And while they knew plenty about baking and banking, their knowledge of branding was a bit, by their own admission, incomplete.

We started with the name. Yes, calling a cupcake bakery founded by two male siblings “Jones Brothers” seems rather obvious. But in a category replete with sugarcoated puns, bucking the status quo was a decision worth serious deliberation. The name, naturally, gave rise to a tone of voice, which begat a look-and-feel which spawned packaging, advertising and a complete restaurant design. You could say we helped make the brand from scratch. But that would be a pun. And we don’t do puns.