Aeolidia to the rescue!
Muddy’s Bake Shop is a homestyle bakery with two retail locations in Memphis. They have a central kitchen where they make delicious cupcakes, cookies, pies, cakes, and brownies from scratch, daily. They also recently expanded to a custom studio which creates art cakes and wedding cakes, and they do a limited mail order business.
Muddy’s hosts events like popups and cookie decorating parties, and their team is currently 52 “gnomies” strong. They are well known in Memphis for their delicious sweet treats as well as for being active in their local community and offering a truly unique customer experience.
Muddy’s has grown leaps and bounds since opening more than a decade ago, and their logo was in need of a refresh. Kat told us:
“Current one definitely communicates the ‘handmade/indie’ vibe, however it’s not weighty enough. We would like to prioritize the “Muddy’s” while still being clear what kind of products you can expect. Needs to SHOW UP on tees, stationery, labels, etc. Maybe feel a little more established as a name brand but still super independent and quirky.”
With a growing retail presence and a large staff, they also needed a website that would make it easy for their customers to order online and that would be simple for their staff to navigate on the back end. Muddy’s old website system wasn’t user friendly for customers or staff. Their team found it difficult to update with new info and images, and the online ordering process was “kind of wonky and inconsistent” for their customers. The navigation was unclear and the shopping cart was hard to find.
Aeolidia to the rescue!
Designer Christine Castro Hughes created a new logo for Muddy’s, inspired by vintage storybooks, and she created a vibrant, playful Shopify design that shows off the heart and soul of Muddy’s small batch mission. Shopify developer Jon Manning translated Christine’s designs into an easy-to-use new ecommerce site, while copywriter Natalia Sylvester created friendly, feel-good copy for the Home Page and About page that makes online visitors feel just as welcomed as the visitors to Muddy’s Memphis locations.
Kat provided our designer Christine with a wealth of information and inspiration for putting together the logo, as well as illustrations by Denise Holmes. (All inspiration, by the way, that spoke directly to Christine’s own heart!) Christine went with a hand-drawn type for the new Muddy’s logo and it hits all the marks—proper but playful, childlike but not precious, friendly and charming.
The swirly-ness and loops of Christine’s hand-drawn lettering, especially in the “M”, is reminiscent of the prior Muddy’s logo, which will bring a touch of familiarity to Muddy’s existing customers. But the new logo is bolder and more confident, which reminds their fans that Muddy’s has been around for a while and they’re in Memphis to stay. Christine gave Muddy’s a completely unique look that will take their bake shop into the next decade and beyond.
Quick Brand Guide
A custom Shopify website was exactly what Muddy’s Bake Shop needed. The new website we created for them makes online ordering and customization easy.
The home page shows off their most popular items with drool-worthy photos of their cupcakes, pies, and vegan treats, while the individual item pages were created with the needs of a bakery in mind. Customers can choose their preferred icing and inscription colors from a drop-down navigation and select a pickup date and time for pre-orders. On the collections page, customers can sort by flavor families (like chocolatey, fruity, marshmallowy, minty, and nutty) and by dietary needs like gluten free and vegan options.
On the back end of the website, Muddy’s team can alter the availability of individual products based on certain dates or holidays, as well as turn off ordering for specific dates. For example, during holidays like Thanksgiving or Christmas, they may want to keep ordering live, but black out pick up dates when the retail shops may be closed.
Custom Studio Page
Home Page Copy
Welcome! We’re so glad you’re here.
Muddy’s is spreading happiness one outrageously delicious bite at a time.
Our goodies are baked fresh daily and made to be shared…just like grandma Muddy intended.
Make Every Day a Happy Day
pre-order one of our famous cakes >
See what’s baking today
visit Muddy’s Bake Shop >
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Feeling the Love from… !
Every Day with Rachael Ray
Voted one of 4 best brownies in America
25 Best Cupcake Shops in the World
New York Times
Travel & Leisure
A Not-To-Miss Destination
New York Post
16 best bakeries in America
About Page Copy
We believe cake and baked goods are expressions of love. Scrumptious, sweet, gooey, fuzzy-feeling-inducing expressions of love, topped with sprinkles and extra helpings for good measure.
We bake from scratch daily using traditional methods and quality ingredients. There are some things in life you just can’t fake, and dang good cake? That’s definitely one of them. We use organic whole milk, cage free eggs, loads of real fruit, pure extracts, amazingly delicious chocolate, and lots and lots of real butter to create simply delicious treats the old fashioned way.
On February 29, 2008, (the perfect day for a big leap!) Kat Gordon opened Muddy’s Bake Shop on Sanderlin Ave. We never had a grand opening, but people streamed through our doors anyway (waaay more people than we had food or staff for!) and in true Memphis spirit, friends, family, and total strangers came for a cupcake but stayed to pitch in—literally helping our tiny team fold bakery boxes, bus tables, even ice cupcakes! We never would have made it through that first year without the incredible Memphians who showed us true community spirit. We try to pay it forward by putting our resources towards helping local causes and fellow local makers thrive. Muddy’s is proof positive that it takes a village to create something beloved and delightfully special.
Muddy was Kat’s grandmother, a Southern bossy boss lady who worked hard, played hard, and lived life with equal parts grit and glamour. After work each day, she’d prepare meals for her family, usually doubling recipes to share her cakes and casseroles with friends, neighbors, folks in the hospital, families with new babies—anyone she thought could use a good meal and a reminder that someone was thinking of them.
Muddy made making and sharing food with others a cornerstone in her life, so Kat named the bakery in her spirit. Nothing warms our hearts more than seeing customers sharing our treats with someone they care about. It’s a lovely, delicious circle…like a cake. Or a pie. Or most cookies…
We’re here to make treats so yumazing, they’ll bring back warm memories and help you create new ones. We pinkie promise that you’ll be happy with our products and service or we’ll do everything in our power to fix it. And not to brag, but you’d be surprised how much power our whisks can wield—for good, of course. Seriously, every gnomie on our team is empowered to go the extra mile (or two, or several) to make sure every last crumb of your order is an absolute delight.
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