Cupcake Royale was the first cupcake bakery in the US outside of New York. After nine years of business, they’d developed a strong local following, but faced a changing cupcake industry. Hum developed a strategy and rebrand that polished Cupcake Royale’s aesthetic across their marketing, store interiors, and web presence, while staying true to the brand their customers loved. Hum designed and built a modern website that opened Cupcake Royale to local and national e-commerce, and elevated their merch line, which was featured in multiple gift guides and selected as one of Oprah’s favorite things.