Mia and Jason Bauer opened the first Crumbs Bake Shop in 2003 on the Upper West Side of Manhattan. Over the next 5 years they opening 5 more stores, all of them successful. In 2008 the Bauers decided that it was time to roll out stores across the country.

The Bauers hired Toth Brand Imaging to orchestrate the rebranding that would prepare the concept for the national stage. Toth, who we have worked with for a number of clients including Rockport and Crabtree & Evelyn, introduced us to the Bauers. Based on Toth’s brand development for Crumbs, we developed a new store concept.

Employing walnut wainscoting, terrazzo floors, tin ceilings, and stainless steel cases, the stores are designed to capture the high quality and honest goodness that comprise Crumbs incredibly delicious cupcakes. The prototype opened in Los Angeles in 2008. Over the next 4 years we designed stores 50 stores in New York, Connecticut, New Jersey, Illinois, Washington DC, and Boston.