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DDL Case Study · Business-in-a-Box

Sprinkles & Co

“Sprinkles make everything better.” — A complete brand identity and launch strategy for an artisan bakery business.

Problem

A talented baker ready to turn a passion into a business — but no brand identity, no pricing framework, no content strategy, and no structured path from kitchen to customers.

Approach

DDL's business-in-a-box methodology: brand identity system, menu architecture with pricing formulas, 30-day Instagram content calendar, and a phased 12-month launch roadmap.

Deliverable

Complete brand package — color palette, typography system, voice guidelines, structured menu with margin-based pricing, social media calendar, and 90-day launch checklist with scaling milestones.

Brand Identity

The Look, The Feel, The Vibe

Palette

Blush Pink
Cream
Gold
Mint
Chocolate

Playful, warm, premium. Pink leads. Gold elevates. Chocolate grounds it.

Voice

Warm but not saccharine. Fun but not childish. Like your coolest friend who also happens to make incredible cupcakes.

“Come hang out, grab a treat, feel good.”

Typography

Playfair Display
Headers · Elegance · Craft
DM Sans
Body · Clean · Readable
Caveat
Accents · Personality · Fun
Core Menu

What’s Coming Out of the Oven

🧁
Cupcakes

The signature. Highly customizable. 7 core flavors + seasonal rotations. The thing people come back for.

🍪
Cookies

Classic + seasonal. From chocolate chip to lavender shortbread. Box of 6 or box of 12.

🎂
Custom Cakes

Celebration-focused. Tiered pricing from simple to showstopper. 48-72 hour lead time.

🥐
Pastries

Croissants, danishes, muffins. The everyday indulgence. Perfect with coffee.

🌸
Seasonal Specials

Rotating quarterly. Keeps the menu fresh, drives repeat visits, creates urgency.

Pricing Framework

The Numbers Behind the Bakes

ItemBase PriceCustomNotes
Cupcakes (6-pack)$18$24Custom = premium flavors, decorations
Cupcakes (12-pack)$32$42Best value · most popular for events
Cookies (6-pack)$12$16Decorated cookies +$4
Cookies (12-pack)$20$28Corporate gift boxes available
Cake — Simple$45—Single tier, standard decoration
Cake — Custom$65–$120QuoteMulti-tier, fondant, specialty design
Pastries (4-pack)$14—Croissants, danishes, muffins
Seasonal Box$28—Curated mix · limited availability

Formula: Ingredient cost × 3.5 = retail price · Custom = base + complexity upcharge · Seasonal = +10% novelty premium

Instagram Content Calendar

First 30 Days — Post Every Day

Product Showcase
Process / BTS
Personality
Customer Love
1
Launch Announce
2
Cupcake Hero Shot
3
Mixing Reel
4
Cookie Close-up
5
Meet Emily
6
Decorating Timelapse
7
Menu Reveal
8
Why I Bake
9
Cake Showcase
10
Icing Technique
11
First Order!
12
Pastry Flat Lay
13
Flavor Vote Poll
14
Batch Day BTS
15
Seasonal Tease
16
Customer Repost
17
Taste Test Reel
18
Custom Order Reveal
19
Packaging Process
20
Q&A Stories
21
Best Seller Shot
22
Celebration Feature
23
Ingredient Sourcing
24
Box Unboxing
25
Blooper Reel
26
Seasonal Launch
27
Recipe Dev BTS
28
Testimonial
29
Fun Fact Friday
30
Month 1 Wrap
Launch Roadmap

First 12 Months

Phase 1: LaunchMonths 1–3
Finalize core menu (5 items, 7 flavors)
Set up Instagram + post launch announcement
Create order form (Google Forms or Shopify)
Design branded packaging (boxes, stickers, tissue)
Price testing — run first 10 orders, gather feedback
Collect first 10 testimonials + photos
Establish batch schedule (2–3x per week)
Get first 50 customers
Phase 2: ExpandMonths 4–6
Add custom cake tier (premium designs + pricing)
Partner with 2–3 local coffee shops
Launch seasonal specials (quarterly rotation)
Introduce corporate order packages
Build email list for pre-order notifications
Phase 3: ScaleMonths 7–12
Evaluate commercial kitchen (if operating from home)
Explore wholesale (coffee shops, boutiques)
Saturday pop-up or farmers market booth
Hire part-time help if demand justifies
Year 1 review — what sold, what didn't, what's next

Sprinkles & Co · Brand Strategy v1.0 · Built by DDL for Emily · 2026