Bold Design for Word Reclamation: Branding a 2SLGBTQIA+ Event Series with a Polarizing Term

When Fruitcake was in development, the name still held controversy. Would the name attract the right audience, or would it have the opposite effect? Could a 2SLGBTQIA+ party event series successfully exist in a city that didn’t have dedicated 2SLGBTQIA+ hangouts (at the time)? What became evident was that a design with the right amount of confidence, unabashed truthfulness and vision could communicate the concept and help make reclaiming the word a cakewalk.

Fruitcake logo


The result is a logo design and creative concept that is eye-catching, vibrant, and full of energy. The wordmark and visuals have managed to attract the right crowd and bring the community together in celebration.

Like what you see? Let’s work on a project together!