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London Vegan Meetup Message Board › The Depressed Cake Shop Charity Project:Can You Help?‏

The Depressed Cake Shop Charity Project:Can You Help?‏

user 11280387
London, GB
Post #: 25

Hi All

I'm helping someone who is working on a charity project.
The brief is to make depressed looking cakes to raise money
for a mental health charity.
The charity hasn't been decided yet so if you know any that
work in the mental health field then please do forward that information.
It would be nice to get some vegan bakers involved and have some
vegan cakes on offer.

Below is a bit more information:


What would a depressed cake look like?

The key is the visual strength. We want all of our cakes to taste delicious (a given) but remember the millions of other people (fingers crossed) who will see your work
( it will be online aswell) so visually the cakes MUST work for this over anything else. Good photography and visual appearance is the best cake PR tool you can have. BUT in this case the cakes MUST look depressed and in need of help on the outside…

The symptoms of depression can be complex - and vary widely - and so will our cakes. But as a general rule, if you are depressed, you feel sad, hopeless and lose interest in things you used to enjoy. We need to create cakes that visually represent this!..

What follows are some initial thoughts only – we LOVE hearing all your original ideas and thoughts on what to bake.

Dull coloured cakes / cookies / other edibles NO bright colours on the outside – grey / dirty white or exposed cake with pathetic decorations and icing so weak you can see the sponge through it. Depression stops you getting any enjoyment out of life.

Lack lustre decorations – if a cake was depressed (& decorating itself) it would only bother to add a tiny amount of sprinkles for example, if at all

Weak looking icing made with water through which you can see the cake or cookies

Half decorated or totally un decorated sponge cakes. Depression effects the ability to work and this is a perfect visual example of that fact.

Rainbow cakes hidden with a dull grey interior would be perfect for their symbolism

Visually it needs to look like the worst most depressing cake shop in the world (cake wrecks might be a great source of inspiration)

Please avoid clichés we don’t want the cakes to look like something you would find on a hospital or help centre chart (rainbows, clouds, rains, sunshine) – on the inside yes but not externally

Other clichés such as fake pill topped cupcakes would work

Do feel free to push the limits of acceptability as along as you can back it up.

The shop will be in late spring and as it is charity we are asking you to donate cakes for free – I am going to try and source ingredients for you all for free via brands but can not promise. We will be choosing a mental health charity one that works with people suffering from depression.

Will need images from the middle of February when the PR for this will start and the concept starts to be ramped up

Feel free to invite other bakers you know personally to join and bake for this.

Try and have cake with messages and education

We don’t have a lot of space (location TBC) so we may not be able to sell all designs. I know it sounds ridiculous when you are all baking for free and I can only apologise.

Before accepting a design we ask to see a sample/IMAGE

If you are interested in getting involved please get in touch
we would love to hear from you.

Thanks Everyone.


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