Thoughts

Delight by Vale Cake Shop

Brand Identity, Packaging Design

Delight by Vale, a Los Angeles-based brand, celebrates community and love through homemade treats. Inspired by the shop owner’s daughter, Vale, the brand blends playful, anthropomorphic visuals with overhead views of cakes and drinks.

Focused on 100% handmade desserts made from the finest ingredients, Delight by Vale delivers sweetness in every bite, creating joyful moments of connection.

Delight by Vale located in Torrance, a city in Greater Los Angeles known for its vibrant Japanese-American community. The brand blends American-style desserts with touches of Asian culture, rooted in the founder’s story of baking cupcakes for her daughter, Vale. As word spread, these treats became popular at local gatherings, evolving into a beloved neighborhood cake and drink kitchen.

Inspired by the top-down view of cupcakes and their decorative swirls, I developed a playful visual identity that reflects both Vale herself and the brand’s core mission—creating 100% handmade desserts with real ingredients and a heartfelt message of joy.

The logo, visual system, and slogan combine a mascot-style emblem with Asian influences and bold, friendly American typography—designed to connect with the area’s diverse, family-oriented audience.

In packaging, I adapted key design elements across formats and sizes, ensuring brand consistency while delivering a premium visual experience. Motion graphics and environmental designs further enrich the touchpoints, offering a joyful and multi-sensory brand journey grounded in warmth and sincerity.

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ISABEL CHEN®

Delight by Vale Cake Shop