Project Brief

They wanted to refine their customer journey, refresh their logo, and streamline back-end operations by automating more processes via Notion.

The website had two main goals: streamline Celebration Cake orders with direct customization and online payments, and guide Wedding Cake clients through an effortless, clear inquiry form. The design needed to be elegant, minimal, and intuitive, creating space for their cakes to stand out.

The Change

For the new logo, she wanted something more elegant, mature, and high-end to carry the business into its next chapter.

The previous logo, while clean, felt too rigid and formal, lacking the warmth and personality the brand had grown into. The new handwritten style adds fluidity, sophistication, and a premium yet approachable feel, aligning perfectly with where the business is headed. The logo also lacked responsiveness, so we created two versions—a long format and a stacked format (seen above).

The Change

Their biggest concern with the previous brand mark was that the “T” read too much like a “J” and the style didn’t match her vision.

The new T&C monogram echoes the handwritten primary logo, with fluid lines that capture the artistry of the cakes while maintaining a minimalist and elegant feel.

The Homepage

This wasn’t your typical multi-page website. Designed as a single-page experience, the focus was entirely on simplifying the process of browsing, customizing, and ordering cakes.

The homepage tells the story of Thyme & Caramel while making it as easy as possible for visitors to find what they need and place an order. The layout is divided into clear sections, each with its own purpose, from a brief introduction that shares the brand’s story, to a cake showcase where visitors can order Celebration or Wedding Cakes. There’s a testimonial section to build trust, and our favorite part: “A Cake with a Story to Share”—highlighting cakes in their final setting, as the centerpiece of a celebration. Because each cake is more than dessert, it’s part of a moment worth remembering.

Celebration Cakes

Thyme & Caramel offers a selection of customizable designs, but until now, most orders came through WhatsApp.

The goal? Bring that process online, clean, simple, and all in one place. They have managed orders through Notion for years, it’s familiar, flexible, and already woven into their workflow. Rather than asking them to shift to a e-commerce platform, we built around what worked—integrating Midtrans for payments and automating the entire process directly into their Notion workflow. After purchase, customers receive an automated confirmation email, carefully designed to reflect the website’s look and feel, creating a consistent experience from start to finish.

Wedding Cakes

The second focus was creating a simple, thoughtful way to inquire about a wedding cake.

Unlike Celebration Cakes, these are more personalized and usually involve some back-and-forth before payment—so a standard checkout flow wouldn’t make sense here. Instead, we designed a seamless four-step form that guides customers through the key details. It gathers everything Thyme & Caramel needs upfront, minimizing back-and-forth and making it easier to move forward with confirmation and next steps. The form allows visitors to input their wedding date and guest count, select flavors and tiers, and share inspiration, whether through Pinterest links, image uploads, or selections from Thyme & Caramel’s own portfolio, creating a clear, streamlined process from the start.