Copywriting for cake designer

“Clare has created a Brand Blueprint for me which has exceeded all expectations. The attention to detail is inspiring. She really understood what I was looking to achieve and I can’t wait to see it all come alive.”

Suzanne Mills


I began by helping Suzanne to reposition her business. Her passion is for creating exquisite sugar work flowers, and she is extremely skilled at it (she qualified at the Cordon Bleu School of Cookery), so we put this at the heart of her business. We got rid of products that she didn’t enjoy making and didn’t reflect her best work.

I identified a combination of French flair and classic English charm in Suzanne’s work, which we articulated as the The English Patissier. I defined values and personality in a Brand Blueprint document that acted as a guide book for all future brand decisions.

We decided to rename the business from Jess Hill Cakes to Suzanne Mills. Renaming is always a big step, but we felt her work should bear the hallmark of her name. Jess Hill was a made up name and a throwback from a time when Suzanne was less confident in her work. It also inevitably caused some confusion!

Next I helped Suzanne refine and rename her designs into three cohesive collections that showcased the best of her work and supported the brand positioning, We were quite brutal about removing designs that she didn't like or enjoy making, or were diluting the strength of her offering.

From the collection copy I was able to write the photography brief. We worked closely with brand photographer Suzannah Ginders who helped develop the ideas visually and captured Suzanne's designs beautifully.

I then went on to carefully plan the content for a new website, working out the structure and the messages required. Finally, I wrote the website copy. Designer and developer Becky Lord used the plan, the copy and the Brand Blueprint to design Suzanne's new visual identity and build the website.

This has been one of the most dramatic brand makeovers we have worked on, and we are thrilled to see the results after many months of hard work. Suzanne has a truly remarkable product (her sugar flowers have to be seen to be believed) and now she has the brand that she has always deserved.


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