Cakes on the Corner: Humor as Branding

A few days ago, while walking through an area of London I know well, I passed once again by a bakery I had seen a thousand times: Cakes on the Corner. It had always been there, but I had never really stopped.

This time, something changed. On its door, there was a sign that read:

“The more you weigh, the harder you are to kidnap. Stay safe, eat cake.”

It instantly made me smile, and for the first time, I noticed its branding: a literal, straightforward name with no unnecessary frills, now paired with a humorous message that made it memorable. It reminded me that we often think branding needs to be overly complex, but the truth is, if your product works, you can afford to keep it simple and add a fun touch to connect with people.

Of course, using humor like this can feel risky today, because there will always be someone who takes offense. But brands that dare to have their own voice naturally filter their audience: they attract those who truly appreciate their proposition and connect with them authentically.

After more than a decade working as a graphic designer and creative director, helping brands tell their stories in ways that are clear, memorable, and human, I’m fascinated by how something as simple as a sign on a bakery’s door can embody an entire brand strategy without feeling forced.

What I learned from this bakery:

• Simplicity first: A direct name and a clear message can be very powerful.

• Humor and originality: A playful touch turns something ordinary into something memorable.

• Courage in branding: Daring to take a stance helps you connect with your ideal niche.