Cake launches brand refresh after record year & growth

Cake Agency has launched a new brand identity as the Birmingham eCommerce consultancy enters its tenth year in business.

The rebrand follows a period of growth, with the agency reporting its strongest year to date and the addition of nine employees since June 2025. It also follows Cake securing Shopify Premier Partner status, a designation it says is held by 11 agencies in the UK.

Founded in 2016 by former Cloggs owner Christopher Thomas, Cake works with eCommerce brands in the UK and overseas. The business is led by Christopher Thomas and Cheryl Thomas.

The updated identity is intended to better reflect Cake's broader digital service offering at the start of a new financial year. The agency says its work has evolved alongside changes in online retail, from Shopify 2.0 projects in the early 2020s to the use of artificial intelligence in marketing.

Brand shift

Cheryl Thomas explained the reasoning behind the rebrand.

"Since 2023, we've been on one of the most transformative journeys in our history as a business.

In that time, we moved from being a premium yet unproven agency to establishing ourselves as the industry leader in the eCommerce space we are today.

As this evolution has taken place, we've become more confident in that approach, and it was time our brand reflected that confidence outwardly. It means we're better representing both the quality of our work and the quality of the brands we're so lucky to be partnered with, all whilst keeping the personality and feeling of Cake alive," said Cheryl Thomas, agency director at Cake Agency.

The new visual identity forms part of a broader push to support clients in the West Midlands, across the UK and in international markets. Cake describes itself as a full-service eCommerce agency based in Birmingham's Jewellery Quarter.

The branding changes come as specialist consultancies seek clearer positioning in a crowded eCommerce services market. Shopify, one of the largest eCommerce software providers, serves millions of merchants globally and has built a large network of agencies and technology partners around its platform.

Within that network, partner tiers are used as a marker of experience and track record. Premier Partner status is reserved for a small number of agencies, giving those that hold it a higher profile when competing for work from brands seeking external support on store development, digital marketing and creative projects.

Partner status

Christopher Thomas linked Cake's recent promotion in the Shopify ecosystem to the company's retail background.

"The promotion really was the recognition we deserved as a business. Compared to some other agencies, we have a unique approach to eCommerce, which is informed by my background in the retail space, and the brands who partner with us have consistently benefited as a result.

So, to see it bring us prestige as one of only 11 Shopify Premier Partners in the country was a delight.

It's a really transformative time for us, and we're excited to see where we can take it next," said Thomas.

Thomas founded Cake after his time at footwear retailer Cloggs.com. The agency says its work draws on two decades of retail experience, combining eCommerce development with marketing and creative services for online brands.

Birmingham has seen a steady rise in digital agencies serving retailers and consumer brands, helped by a lower cost base than London and a growing pool of design, development and marketing talent. For firms such as Cake, eCommerce growth has created demand not only for online storefronts but also for ongoing support in customer acquisition, conversion and brand presentation.

The company did not disclose financial figures for its record year, but the recent hiring suggests it is investing in headcount as client demand grows. The rebrand is intended to signal that expansion while keeping what Cheryl Thomas described as the company's personality intact.

Cake supports eCommerce brands in the UK and internationally from its Birmingham headquarters in the Jewellery Quarter.