Brand direction · prepared for Carol

Baking classes for kids,
ages 7 to 12.

Two directions to choose from, plus a name shortlist with domain availability. Nothing here is built yet — pick a direction and we'll execute the site against it.

The one thing that decides this brand. Your buyer is the parent; your user is the child. They usually look at the same screen together. At $45 a parent isn't worried about the price — they're worried about who's supervising, whether it suits their child's age, allergies, class size, drop-off, and what happens if they cancel. So the site has to do two jobs at once: delight the child, reassure the parent. Whimsy earns the attention. Operational clarity earns the payment.

Direction A

Warm Studio

Your pastels, used properly. A warm cream canvas does the heavy lifting; each pastel gets a job rather than being decoration. This is the one I'd pick.

Cream canvas

#FFF9F1

70–80% of every page. The background.

Aubergine ink

#302634

All body text. Never soft grey.13.8:1 ✓ AAA

Mint

#CFEADF

The signature. Big brand panels.

Baby blue

#CFE0F0

Practical info — dates, times, what to bring.

Lavender

#DDD4EE

Parent reassurance — safety, policies, FAQ.

Peach

#FBD9C6

Featured / next available class.

Soft yellow

#FBEBB5

Small moments of delight. Used sparingly.

Action

#A94335

Buttons and links only. Deliberately not a pastel.5.7:1 ✓ AA

Fraunces + Atkinson Hyperlegible

Make it. Bake it. Eat it.

Fraunces has warmth and a little wonk — playful without being a preschool font. Atkinson Hyperlegible was designed for legibility, so dates, prices and booking forms stay effortless on a phone. Imaginative heading, dependable information.

rough idea of the first screen

Saturday morning,
flour everywhere.

Baking classes for children 7–12 in Singapore. They make it, they ice it, they take it home.

Ages 7–121.5–2 hoursFrom $45Small classes

See upcoming dates What we make

Where the whimsy comes from: scalloped and cut-paper edges, hand-drawn ingredient doodles, playful cropping, flour smudges, a wonky star — not a rainbow background.
Photography rule: shoot the food on cream, pale wood or steel. Pastel props around the food, never a pastel wash over it — a lavender tint makes a pizza look grey.
Hard rule: pastel is a surface colour, never a text colour.

Direction B

Little Cookery

A contemporary cookery-studio feel. Less obviously "kids", so it grows with the business and doesn't read as preschool to a 12-year-old — who at that age very much minds.

Paper

#FBF7F0

The canvas.

Ink

#241F1B

Text and rules.15.3:1 ✓ AAA

Sage

#546E59

The single brand colour.5.2:1 ✓ AA

Terracotta

#B25634

Buttons only. The one warm pop.4.9:1 ✓ AA on white

Oat

#EBD9C4

Alternate section bands.

Newsreader + Instrument Sans

Where children learn to bake properly.

More editorial, more grown-up. This is the direction if you'd rather look like a real cookery school that happens to teach children, than a children's brand that happens to bake.

rough idea of the first screen

A proper kitchen,
scaled down.

Weekend baking classes for ages 7–12. Real technique, real ovens, and something to bring home.

Ages 7–121.5–2 hoursFrom $45Max 8 per class

Book a class See the schedule

Name shortlist

You'll want the name settled before the domain — everything else follows from it. I've avoided anything built on "sweet", "treats" or "cupcakes": those sound like a bakery selling cakes, and you're selling classes.

Name	.com	.sg	Why
Mix & Make Studio	free	free	Easy to say and type. Activity-led. Covers pizza and tarts, not just cakes.
Junior Bake Lab	free	free	Clearest proposition — child + baking + class, instantly.
The Baking Bench	free	free	Warmest and most distinctive. Ages well.
Make & Bake Club	free	free	"Club" implies returning, which suits repeat bookings.
Little Batch Lab	free	free	Cute, but "little" may not suit a 12-year-old.
Oven Lab Kids	free	free	Fine, slightly generic.
Bakecraft Studio	taken	free	Good name, .com is gone.
Apron Club	taken	free	Lovely and short, .com is gone.

Important caveat on "free": this is a DNS check, not a registrar check. A domain can be registered and simply not in use. Confirm at a registrar before you pay for anything.
Also check before committing: ACRA business-name availability, Singapore trademarks, and whether the Instagram and TikTok handles are free. A domain being available doesn't make a name safe to build on.

What we'd need from you next

None of this blocks the design starting — but the site can't go live without it, and the trust items are what actually convert a parent.

Pick a direction — A or B — and a name from the shortlist.
The trust facts: maximum class size, whether it's drop-off or parent-stays, your allergy/nut policy, the cancellation and reschedule terms, and the venue address.
Your background — a line or two on who's teaching and why a parent should trust them with their child.
Photos. Even phone photos of a real class, real bakes and the actual room beat anything stock. This is the single biggest lever on whether it looks real.
How you want to take payment — PayNow, Stripe card payment, or deposit-on-booking.

Baking classes for kids,ages 7 to 12.

Warm Studio

Saturday morning,flour everywhere.

Little Cookery

A proper kitchen,scaled down.

Name shortlist

What we'd need from you next

Baking classes for kids,
ages 7 to 12.

Saturday morning,
flour everywhere.

A proper kitchen,
scaled down.