Before jumping into visuals, I needed to understand why Tanu’s Cake was growing so fast in a town with barely any branded bakeries. Through quick competitor scans, customer chats and observing the local market, a few things became clear:

• Most bakeries in Jamkhandi either had no branding or looked outdated.

• People loved Tanu’s cakes because they felt clean, fresh and made with care.

• Locals associated “premium” with “expensive,” which meant the brand had to look refined yet friendly.

• Home-baked quality was a huge advantage, but without a proper identity, it wasn’t being communicated visually.

These insights shaped the direction: a brand that feels premium but never intimidating, minimal but warm, clean but still rooted in the simplicity of a small town.