Cox Cookies and Cake, Soho: an inspired brand and not your average Cupcakery!

When meeting up with my family for afternoon tea to celebrate my birthday recently, my sister squealed with delight when presenting me with a rather sexy looking box of cupcakes! The delicious cupcakes were from the latest venture from designer Patrick Cox – Cox Cookies and Cake in Soho.

This is no ordinary, ho-hum, run of the mill cupcakery. In fact, Cox has taken the idea of a wholesome cupcakery and turned it on its head. The packaging is black, oozing luxury and fun. There’s the use of neon – in the shop, on the packaging and they’ve even given the Facebook and Twitter logos on their website the ‘Cox’ touch. The staff uniforms also tie in with the fabulous brand they have created – Cox says himself on his website “Cox being a designer, special attention has been paid to the staff’s attire – they wear studded black leather aprons and black jeans. This is anything but your girly, Notting Hill cup-cake shop.”

What’s so clever about the branding is that he has taken the same core product – the cupcake (which are absolutely delicious by the way) and given it and its surroundings a whole fresh new look. Breaking the mould of what you’d normally expect a cupcakery to look like.

The cakes and cookies, as you would expect, are of a really high quality that you would expect from such a well established brand. Eric Lanlard is the master patissier – he apparently already has a reputation for breaking the mould in baking and creating some inspirational stuff, particularly for A-list celebrities, so it would seem it was a natural paring.

It goes without saying that even the cupcakes are given a bit of a makeover – ‘Bling Cake’ is a raspberry cake with a juicy raspberry compote centre, decorated with pink icing and sparkling sugar ‘diamonds’, the ‘Kiss Cake’ is a vanilla cake with a delicious blueberry compote centre, vanilla frosting decorated with white chocolate pouting lips, and the ‘Pop Cake’ is a vanilla cake with an oozy blueberry compote centre, vanilla frosting topped with a delicious white chocolate homage to Warhol’s Marilyn.

Check things out for yourself at www.coxcookiesandcake.com or follow them on Twitter. And if you’re in Soho why not pop in and taste for yourself – I can recommend the Kiss Cake and the Triple Valrhona Chocolate Chip Cake. Delish!