Working with <span>Louie Digby </span>to celebrate the power of moments to create meaning.
Working with Louie Digby to celebrate the power of moments to create meaning
Digby, Ongoing
Digby Cakes, affectionately known as 'Digby,' is a viral hospitality sensation founded by Louie Digby. Initially inspired during a pandemic lockdown and personal trials, the concept took flight on Instagram, leading to a successful stint at the prestigious East London's Violet Cakes in 2019. This experience was crucial, setting the stage for a triumphant return to Melbourne in September 2021. The business officially launched following a surge of orders one spring weekend, rapidly establishing a base in a commercial kitchen in McKinnon. Since then, Digby's unique and exuberant cake designs have been featured in Vogue, Broadsheet, Frankie, and TimeOut. Louie Digby and her team continue to captivate a dedicated following, aiming to make each celebration memorable with their distinctive cakes.
Starting from humble beginnings on a kitchen table, Digby quickly amassed a significant social media following. However, the business faced hurdles such as rising input costs, logistical challenges in order management, and the complexities of producing custom cakes. Additionally, maintaining its uniqueness and staying ahead of imitators became crucial in Digby's strategy to continue thriving in a competitive market.
Faced with intense competition, MDMD focused on pinpointing and enhancing the essence of Digby's brand, which transcends its tangible products. By revisiting the company's foundations and conducting a thorough competitor analysis, MDMD helped reinforce Digby's leading position by emphasizing its unique selling propositions: customization and originality. Simultaneously, we revamped the website to streamline custom orders, significantly reducing operational costs and enhancing profit margins. This strategic overhaul has led to increased commercial success and stronger brand equity.
Achieving significant outcomes required a strategic deployment of resources to refine Digby’s brand, messaging, marketing materials, and digital presence. Utilizing our proprietary venture framework, MDMD performed a brand audit and competitor analysis, laying the groundwork for a strategy that would drive future growth and solidify Digby's market standing.
As a practice, we believe that connection is capital. The memories that define our lives are often those special relationships—to people, places, and shared experiences. In our fast-paced, on-demand existence, we value taking the time to foster simple daily rituals. From enjoying coffee at our favourite cafe to celebrating grand occasions like lunches, dinner parties, and birthdays.
In short, moments create meaning.
MDMD was naturally drawn to Digby due to its unwavering commitment to originality, creativity, and excellence. This business stands as a beacon of inspiration and serves as a vessel for creating connection—something we believe the world needs more of.
Achievements to Date
- 180% increase in online sales
- Brand partnerships including: Mecca, Barbie Movie, Cancer Council, Frankie
- Earned media across mastheads including Designfiles, Broadsheet
Increase in online sales
0
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“Engaging MDMD for Digby rebrand and strategy was a breath of fresh air. Working closely with Mei and Leisha, they approached our project in a systematic and professional manner which allowed me to feel confident (and extremely excited!) about our new direction…We had a fantastic experience working with the team at MDMD and are thrilled with the rebrand of Digby Cakes. We are incredibly proud of the results and to see our brand in action every single day.”
Louie Digby, Digby Cakes
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