CHEESECAKE ENGINEER

_{(BRAND IDENTITY, TRADEMARK DEVELOPMENT, & PACKAGING )}

Cheesecake Engineer originated as a client-based project during my fall 2023 packaging class. The objective was to establish an identity, develop a trademark, and design environmentally conscious packaging. Now evolving into an ongoing venture, it extends into social media, aiming to boost sales and engage with consumers.

tools used

– figma, mural, lightroom classic, photoshop, illustrator

Cheesecake Engineer, established in 2022 by Marquayvin Humble-Gaines, an engineering student and devoted cheesecake enthusiast, is a small local business located in San Marcos, TX, and serving the surrounding areas!

Mission Statement & USP

Our aim is to unite people and craft moments filled with joy and laughter, all through our uniquely delicious and innovative cheesecakes. Rooted in our engineering background, we are dedicated to creating and delivering flawlessly crafted cheesecakes with precision.

During our competitive research, we noticed that the top-selling cheesecakes were mainly store-bought and manufactured by large frozen food companies. Cheesecake Engineer distinguishes itself by crafting a distinctive journey of delight that spread through every aspect of their cheesecakes. They venture beyond the conventional methods, infusing creativity into every layer, infusing each element with innovation.

Cheesecake Engineer is the only local business that creates a unique signature batter, all based on a New York Style Foundation.

We Are

Approachable.

Innovative.

Precise.

Cheesecake Engineering's distinctive trademark draws inspiration from the circuit board integral to Marquayvion's professional career. The fusion of his expertise in electrical engineering with a passion for baking gave rise to the beginning of Cheesecake Engineer.

Each of our cheesecakes is crafted in-house using a traditional method involving a water bath. Our current selection is offered in two sizes: family-sized at 9 inches and personal-sized at 4 inches, with the added option of a gluten-free alternative.

The tagline of Cheesecake Engineer embodies the circular essence of a cheesecake, inspired by the idea that a circuit forms a loop – a fitting analogy to the irresistible craving for more cheesecake.

The design of the packaging for the individual-sized cheesecakes prioritizes easy access. Simply remove the sleeve and the clear top to expose one edge of the container. Pull the string underneath the cheesecake for a clean and mess-free removal. If there are leftovers, slide the cheesecake back into the container and reseal it with the clear top, promoting eco-friendly practices by minimizing waste through container reuse.