My cakes were getting bigger and more adventerous. Setting up a cake business was becoming a possibility. Then, there is the marketing aspect I would need to think about. How to run a business- make it successful. I looked at celebrities chefs and how they became so successful. The key factor was branding. Developing a persona. It was not just about the food, but the image around it. The lifestyle, what you stand for. Jamie Oliver, Nigella Lawson are perfect examples. Take a look at their cookbooks. The food is only a small part of the design- there are also photos of their families, their kitchens, their friends- the lives they lead. I wanted to play around with this notion of self promotion and branding. I thought about my own persona when I was at my cake events. I liked to dress up and play the part of the 'Cake Lady'- priding herself on each cake being bigger and more extravagent than the last. I wanted to develop a story/narrative for this cake lady. What was my brand? What was I trying to sell? How, like the celeb chefs, could I get people to buy my cakes?
Themes that ran through the cakes I had made- my life, my aesthetic. Fantasy, direct, physical, narrative, playful.
I wrote a short story about a cake lady. Looked at fairytales, stories about morality, religion. Like the cookbooks of celebrity chefs, I wanted to create my own recipe book, interspersed with stories of the cake lady.
Aesthetics- I looked at pop-up books. I wanted to give the reader the ultimate experience and insight into another life. Life size book. Giant. Walk into fantasy world and read story. smell cake.
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