sprinkles: a study in tasty design & delicious branding

Yes, I did have design in the front of my brain given I was in Chicago last weekend for a design conference. But even if I hadn’t, you can’t deny the colorfully simplistic and sophisticated design carried throughout the Sprinkles brand.

I have longed to visit this cupcake hot spot for quite some time. Sprinkles is the OG of cupcake-centric shops. The closest location to us is on Walton in downtown Chicago. I made it my mission to visit last weekend.

I arrived and stood in a line that wrapped outside the bakery’s doors. (And believe me, once you’ve tasted the cupcakes, you wouldn’t hesitate to wait in line, either!) Looking at the funky circle design crawling up the storefront and the simple script font of “Sprinkles” covering the storefront window, I was instantly anxious to see more inside.

While taking in the visuals of their brand, my first interaction with Sprinkles came with the friendly and attentive employee whose sole mission was to keep the waiting line happy. He handed out little menu cards of the day’s offerings (also denoted with the signature circles). What a great hook – get customers puzzling over which of the zillions of choices they should go with, instead of focusing on the ten to fifteen minute wait to get in the air conditioned space.

Now, Sprinkles could have sent some mopey teenager out to pass these out and make no eye contact or say a word – but no, your first exposure to the company’s people is someone peppy and upbeat standing in front of that fun circle-filled storefront, handing you a card with too many fun circle-denoted choices to pick from. In short, your brand awareness radar is already thinking – “ooh, circles = sprinkles = happy and delicious and good experience”. Not bad for not having yet set foot in the door!

Once inside the pearly gates – er, bakery doors – I just about began to drool. Can you blame me? (Notice how many of the cupcakes have the two-colored circles from their logo in the middle? Love it!)

Torn between too many choices, I went with a classic – vanilla. I am a LOVER of sprinkles, so I was thrilled that – true to their name – every little inch of my cupcake was covered in them.

I’ve eaten my share of cupcakes, but this was hands-down, the BEST cupcake I’ve ever had! So I suppose you could say that was the final impression in a series of many that will keep me coming back to Sprinkles for the very best cupcakes! Sadly, I can’t get them here at home in Des Moines — good thing they offer the mixes (well branded as well!) to make your own any time you like.