The creativity in building a logo and a whole brand around a Cupcake is pretty genius. When I was 18/19 I ordered my own Johnny Cupcakes tee online, it was Brownie's colours and had cupcake paw prints in brown, the play on words was cute and showed integration between brand and lifestyle. I thought that I was a little cool, with my tee as it was mostly an American brand, and very specific to that psuedo punky scene, so if anyone else saw it and knew that brand they would know what Ii was about, haha.
I think it was when I was in my Gym Class Heroes phase of my life that I discovered Johnny Cupcakes, and when I went to his site the first time, I liked it so much that I went back and back, just to see what they updated. The appeal for me was the strong brand identity, he lucked out on an idea that had room for massive design potential, dipping into many areas of Pop culture but again taking it back to the Johnny Cupcakes brand.
I remember in one of their early collections they played on the Fred Perry logo and the leaves on the wreath were baking gloves, and for Halloween released Zombie inspired tees which came in a box designed like Cake mix. It is these ideas that have made something that could be potentially tacky and novelty not that at all.
As the years ticked on my style and sensibility changed which I like to think to be more feminine, and refined but my Tee collection still reflects my interest in graphics. I have always still kept up to date with the whole Johnny Cupcakes thing as, in those ticked on years the Brand grew in so many levels. Johnny Earle the founder received so much recognition in the form of Business Week's top "Best Entrepenuers 25 and Under" in 2008, and received numerous University lecture requests to talk about Entrepeneurship and Branding to it's students, requests were at such a demand that on their site a section had to developed just for that. Applauded for it's self sustenence and quality products the brand was making a good name for it's self. And this all started from his room in his parents house!
To wrap this up and to mention why I am evening blogging about this is that professionally I am really inspired by Johnny Earle and his company. I love the brand but mostly his mind for non commerical and coroporate Marketing methods and how the successes are built on a great foundation of loyal fans and creativity. And the extreme cherry on top...that with all his success when I popped in to the London store on Sunday just gone, there he was, Johnny himself on the shop floor talking and smiling with everyone there! If that isn't the sign of a down to earth guy that I do not know what is!
Good Luck with the London store!!!