In 2019 Italian celebrity baker Daniel Pasquali launched his own cake business after coming second runner-up on The Great Australian Bake Off. An artist at heart, Daniel needed a name, logo and branding that expressed his personal craftsmanship. The term ‘bake lab’ emerged as a tongue-in-cheek reference to his background as a research scientist, while the painterly image of the crown represents his excellence as the 'King of Cakes'.
