Proving that local need not equal yokel.
Brothers Bill (the chef) and Brad (the money guy) Jones had set their sights on opening a gourmet cupcake bakery in their hometown. And while they knew plenty about baking and banking, their knowledge of branding was a bit, by their own admission, incomplete.
We started with the name. Yes, calling a cupcake bakery founded by two male siblings “Jones Brothers” seems rather obvious. But in a category replete with sugarcoated puns, bucking the status quo was a decision worth serious deliberation. The name, naturally, gave rise to a tone of voice, which begat a look-and-feel which spawned packaging, advertising and a complete restaurant design. You could say we helped make the brand from scratch. But that would be a pun. And we don't do puns.