1. Cupcake Royale Creative Brief
Background: Cupcake Royale is a local Seattle establishment with locations in Ballard,
Capitol Hill, Madrona, West Seattle, Queen Anne and Bellevue. Their cupcakes are
hand made by skilled bakers. There are dozens of different varieties available
individually and by the box. Whether it’s for a fun snack, birthdays, parties or
holidays – Cupcake Royale has your cupcakes covered.
Situation: The “cupcake mania” of the mid-2000’s has come and gone. Sales are
declining and people have forgotten their once-passionate love of cupcakes.
Audience: Female and male Seattle residents ages 25-35.
Objective: Get customers to visit Cupcake Royale again. Convince the target audience
that there is a good reason to come in and treat themselves.
Brand Insight: It’s time to rekindle your love for cupcakes.
Brand Character: Friendly, local establishment. Fun. Happy. Positive.
Deliverables: Poster for around Seattle