Hate Cake
The Sweetest Way to Start a Hard Conversation.
We dreamt this up in 2016 thinking the political and social climate couldn't get more tense. Cute. But the idea still holds: order a cake through local bakeries and delivery services like Postmates, put a message on it, and send it to someone you disagree with. Not to score a point. To break the ice and ease into an actual conversation.
The work covered branding, product development, website design, and copywriting — building out the full identity, experience, and voice of a platform designed to turn sugar and frosting into a disarming conversation starter. The bet was that most people actually share common ground, they just need a reason to sit down. Cake turned out to be a pretty good one.
If anything, the concept ages like a fine buttercream. Patience and empathy are harder to come by, opinions travel faster than understanding, and nobody's getting less triggered. Hate Cake was built on the belief that connection is still possible — it just needs a better opening line.
Role: Concept, Branding, Physical Product Development, Photography, Art Direction, Design, Copywriting
