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Johnny Cupcakes

Johnny Cupcakes Gets Re-Frosted

Johnny Cupcakes is a Boston-based clothing brand started by John Earle, a.k.a. Johnny Cupcakes. They specialize in graphic tees adorned with pop-culture references, spoofs, and of course, cupcakes! Johnny Cupcakes was started over 15 years ago out of the trunk of Johnny’s ’89 Toyota Camry, where he’d sell his novelty collectible t-shirts to those in the know. Today, Johnny Cupcakes is an internationally recognized brand due to its once globe-spanning bakery themed retail stores and strong e-commerce presence.


Adding Another, Tastier Layer

Growth Spark’s prior work with Johnny Cupcakes has been some of our most fulfilling and award-winning projects to date, so when they approached us looking to freshen up their website, we were happy to oblige!

Their website was already based on Shopify, but their design needed to be built out to make it possible to promote their new ventures. They also wanted to offer an updated, premium shopping experience for their rapidly growing customer base.

Johnny Cupcakes returned to Growth Spark for their 3rdXth design update looking for a website that would continue to impress their rapidly growing customer base.


Branding That Looks As Good As The Products

Johnny Cupcakes is a highly sought-after, collectible fashion brand with a following that expands daily. To maintain that status, they need to have a website that is just as fun, inspiring, and carefree as their customers. The design team at Growth Spark recognized this, and knew that their site needed to offer an experience that matched and nurtured the culture that was built around the brand.

Whipping Up Fresh Web Design That Caters To Trendsetters

The Johnny Cupcakes homepage now acts as a marquee for the various facets of the Johnny Cupcakes brand, from speaking engagements to custom merchandising, and of course highlighted products. This allows visitors to know at first glance just what Johnny Cupcakes has on offer.

With a refreshed shopping experience, customers are able to find products fast, thanks to a readily-accessible set of filters. These filters take place of large splash images which previously dominated the upper portion of collection pages on the Johnny Cupcakes Shop. Those splash images kept product “below the fold” and so this was a major improvement to product visibility. Making these changes brought a refreshing, yet familiar experience to the Johnny Cupcakes website leading into 2017.



The newest web design for Johnny Cupcakes draws inspiration from an eclectic mix of sources that are all dear to the hearts of their most loyal fans: startup brands, online documentaries, independent bands, and artists.

Additional Work