sp rin k le s fo lio 2 0 1 5 © a l m p ro je ct in c

sprinkles folio 2015 © a l m project inc
sprinkles folio 2015 © a l m project inc
a l m project’s design for the first Sprinkles bakery, in Beverly Hills in 2005,
was driven by the desire to express the joyful spirit
and quality of its singular product, the cupcake.
Designing a store for a single product that also
happens to be rather small, was both challenge
and liberation. Because the central narrative of
the space was the notion that cupcakes evoke
nostalgia and childhood memories, it was key to
put the cupcake on stage, and then to create a
whole world around it.
sprinkles folio 2015 © a l m project inc
We started with the design of the display:
the signature cupcake array
in which each cupcake is precisely placed in a grid—
creates an organized appearance, and by preventing the
cupcakes from touching each other, keeps the frosting
perfect every time. Glimpsed through the clear wrapper
peephole in the front door, the cupcake array it is at
the heart of the store and the first thing the customer
sees. From there the space unfolds: fun, approachable,
yet sophisticated. Intimate in scale, it is made to recall
European bakeries, awash in natural light and flooded with
the scent of baked goods.
sprinkles folio 2015 © a l m project inc
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Shortly after the opening of the world’s first
cupcake-only bakery, our role expanded
from then on functioning as architect, creative director and
design agency for all aspects of the Sprinkles universe.
And soon Sprinkles grew: from store to website to app,
from Cupcake Mobile to Ice Cream Cart to the first 24hour Cupcake ATM, we designed every element to be
delightful and resonant for customers young and old
alike. The Sprinkles identity system, with the trademarked
“modern dot” as its foundation, evolved with the brand
while staying true to a coherent vision.
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Organically but deliberately, the Sprinkles packaging
line grew as well. When Williams Sonoma approached
Sprinkles to create cupcake mixes for sale in their
stores nationwide, we designed color-coded cylindrical
packaging; the mixes were an instant best seller, and a
staple in the Williams Sonoma pantry for years to come.
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1 lemon, dark chocolate, spice and
chocolate peppermint mixes
2 message box
3 favor box
4 mixes, holiday gifttray, tshirt, favor boxes, giftcard
5 mini cupcakes
6 cupcake trays
7 sprinkles pouf
8 sprinkles app
9 cupcake tower with ribbon kit
10 “say it with sprinkles” giftbox with tray and sticker
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11 message box stickers
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We built a line of boxes to house and carry cupcakes:
sweet favor boxes for a single cupcake, sampler boxes
for a variety, and message boxes sealed with Sprinkles
stickers. A gift box of a dozen cupcakes fits the reusable
tray by modern design icon Heller. And parties get a
makeover with the three-tiered cupcake tower.
In store or through the Sprinkles website, Sprinkles was
at the forefront of cupcake customization, encouraging
fans to “Say it with Sprinkles!” by choosing their own
flavors and decorations, and using a whimsical alphabet
for personalized messages. The Sprinkles app, launched
in 2011, also lets enthusiasts send each other digital
cupcakes—one is never enough!
sprinkles folio 2015 © a l m project inc
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When Sprinkles decided to embrace ice cream, they wanted a unique identity
that would capture the spirit of this beloved and old-fashioned American treat. We
designed the store environment to celebrate ice cream’s heritage and iconography
while being a recognizable member of the Sprinkles family. Defined by the fluid shapes
and smooth surface of the centerpiece counter and the walls made of white Corian, the
store interior is reminiscent of the creamy desserts on hand. Recessed in the rotunda is
Thomas Jefferson’s hand-written recipe, a nod to ice cream’s early American roots.
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1 beverly hills interior
2 beverly hills exterior
3 interior-exterior bench
4 cabinetry detail
5 staff uniform
6 beverly hills exterior
7 ice cream script sign
8 ice cream display
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sprinkles folio 2015 © a l m project inc
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Finally, with the addition of cookies to cupcakes and ice
cream, Sprinkles was more than the sum of its parts;
it grew into the premier all-American dessert brand.
Moving away from stand alone bakeries and ice cream
parlors, the goal was to bring all three desserts under
one roof. So we developed a common graphic identity
and a shared environment—capturing the essence of
each dessert within a unified aesthetic.
1 sprinkles sundae
2 new york city exterior
3 cookie display
4 altanta interior
5 las vegas high roller
6 cookie cube
7 cookie dough and ice cream
packaging and staff uniform
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8 ice cream and cupcake display
With cupcake mixes and frozen cookie dough to bake
yourself, and ice cream pints to ship and stash in the
freezer, Sprinkles is dessert, both in store and at home—
always convenient and decadently good every time. A
new red velvet chocolate line promises a new horizon for
the brand and its connoisseurs.
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sprinkles folio 2015 © a l m project inc
Let’s celebrate 10 years and 25 million red velvets!
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Our now ten-year engagement with Sprinkles has seen, from the initial Beverly Hills
store, 22 more locations worldwide and an expansion from the original cupcakeonly bakery to a dessert brand combining cupcakes, cookies and ice cream in one
place. The all-in-one concept was first launched in Las Vegas: as part of the LINQ
development, the city’s new entertainment district, this flagship store also included the
ATM. Atlanta soon followed. At the other end of the spectrum, a compact “heirloom”
store—with a streamlined menu and kiosk footprint—debuted at the Americana at Brand,
and at Westlake Village.
The intent was selective from the start: never to open stores opportunistically, but to
focus on top locations in top markets—first, establishing a boutique presence, then
reaching a broader audience with scalable models capable of serving the same high
quality desserts in every neighborhood.
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Meanwhile, Sprinkles partnered with Al Shaya to bring cupcakes to the Middle East,
which in turn brought the design challenge of adapting the brand to a new culture and
different climate. With several stores anticipated to open across the region, the first
Sprinkles launched in Kuwait in 2013.
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1 chicago interior
2 las vegas
3 atlanta
4 kuwait
5 kuwait detail
6 dallas
7 downtown los angeles
8 chicago
9 washington DC
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10 new york city
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sprinkles folio 2015 © a l m project inc
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For Sprinkles on demand, we invented the cupcake ATM—
a 24-hour dessert machine
that satisfies every sweet tooth, any time! Located outside
the shop, the ATM is accessible around the clock. Fans
scroll through cupcake images on screen to make a
selection, then watch the robotic arm fetch their cupcake,
in a favor box, and deliver it to the window for retrieval. At
its New York City debut, the ATM made David Letterman’s
Top Ten list, and customers clamor for it to come to their
hometown.
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Sprinkles also takes to the open road, wheeling the bakery
experience directly to your doorstep. The chocolate brown
Sprinkles Mobile folds down to reveal a world of sweets on
the go, arranged in the signature cupcake array. The Ice
Cream Cart, with its red umbrella and red velvet hubcaps,
delivers Sprinkles with a vintage vibe, recalling endless
summers and a breezy day at the beach.
1 beverly hills ATM
2 beverly hills ATM
3 ATM interior
4 ice cream cart
5 sprinkles mobile
6 dallas ATM
7 candace nelson in sprinkles mobile
8 new york city ATM
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sprinkles folio 2015 © a l m project inc
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Since its inception, Sprinkles inspired long lines
1 beverly hills ice cream
2 las vegas
3 chicago
4 new york city ATM
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“These cupcakes are so good.” – Dr. Phil
“Red velvet! That’s my favorite! I’m so happy!” – Teri Hatcher
“I love Sprinkles cupcakes. I’m addicted to them.” – Tyra Banks
and won the devotion of Hollywood stars. Katie Holmes,
Ryan Seacrest, and Barbra Streisand are Sprinkles fans;
Oprah Winfrey featured Sprinkles in her influential O List
four times over, as well as on her TV show. We designed a
brand presence that allows Sprinkles to build partnerships
and marshal the celebrity of fans in support of local communities, charitable initiatives, and environmental causes.
sprinkles folio 2015 © a l m project inc
Over the years, Sprinkles’ award winning design has been recognized by national and international media.
“The world’s first cupcake bakery.” – Food Network
“The progenitor of the haute cupcake craze.” – Los Angeles Times
“Most cupcake bakeries take their inspiration from Sprinkles.” – The Washington Post
HOW: International Design Award merit winner, packaging. 2013.
AIA Los Angeles: Interior Architecture citation award, Sprinkles Ice Cream Beverly Hills. 2012.
Interior Design: Best of Year Award honoree, Sprinkles Ice Cream Beverly Hills. 2012.
AIA Chicago: Interior Architecture merit award, Sprinkles Cupcakes Chicago. 2011.
AIA Los Angeles: Jury Prize and People’s Choice Award, Sprinkles Cupcakes Beverly Hills, 2006.
sprinkles folio 2015 © a l m project inc