Tini’s

Tini's emerged from a concept project for Luke Vincentini, a renowned cake social media creator contemplating the launch of his own direct-to-consumer brand. This innovative venture was aimed at crafting and delivering miniature cakes, astonishingly designed to mimic real-life objects. Having known Luke for many years, sharing our hometown, I had a deep understanding of his vibrant personality, which became instrumental in shaping the brand's direction.

Leveraging this insight, I steered Tini's toward an unmistakably bold strategy, ensuring it would capture attention. The brand language was intentionally exaggerated, designed to make a statement that couldn't be overlooked. Central to this was the development of tongue-in-cheek copy, crafted to leave a memorable impression from the moment a Tini's box arrived at a customer's doorstep. This approach wasn't just about standing out in a crowded space; it was about embedding Luke's charismatic essence into every aspect of the brand, from concept to unboxing, making Tini's a delightful experience that extended far beyond the taste of miniature sweets and treats.