Moxie Cupcake is a bakery & coffee shop in New Paltz, NY. Moxie required a brand that would balance the “cuteness” of baking with the spunk inherent in the name. The idea was to create something punchy and simple that didn’t follow the same-old “soft, friendly” trend of most cupcake brands.
The logo goes on anything and everything you can purchase from Moxie: cups, mugs, shirts, boxes, etc. The intent was to design something that would become instantly recognizable — locals would grow familiar with it, and tourists couldn’t help but remember it.
The stark contrast of the super-saturated pink on top of white backdrops makes the icon stand out even further.
Moxie has a huge array of different options for all their products, some of which are organic. The materials for those products are differentiated by using cardboard colored/textured cases, which — though it is a separation from the normal stark white/pink contrast — works as a way to separate the organic products and creates a new style that still fits within the brand.