7 Ten Studio - Tottenham Cakes

Tottenham Cakes was developed in response to the JDO RAW 2026 brief, which challenged designers to reimagine a traditional British food as a contemporary and aspirational brand. The project focuses on reviving Tottenham Cakes, a North London bakery staple that has a strong cultural heritage but remains relatively unfamiliar to many consumers today. To build greater recognition, Tottenham Cakes became both the name of the product and the brand, creating a clear and memorable identity.

The solution centred on a bold typographic system and vibrant contrasting colour palette inspired by the cake’s iconic pink icing. By keeping the design simple and impactful, the distinctive qualities of the product remain at the forefront across packaging, delivery, and retail touchpoints. Through a contemporary visual approach, Tottenham Cakes is repositioned as a product that feels current, accessible, and relevant to a younger generation.