The purpose was to create hype and promote Sweet Spot Cakery’s grand opening. Being a new bakery, the goal was to build equity through its style and make it feel like they and their recipes had been around for generations. The fonts, images, layouts, and colors were all chosen to create that feeling of grandma's kitchen. Edges that felt like doilies, vintage style images, stationary-esc layouts, and fonts that look like grandma's handwriting. As well as the little star used a lot in the 60s but also that twinkles in grandma's eye when she hands you that slice of cake she just made from scratch.