This was a logo created for a cupcake bakery located in Southern England. The logo needed to give a sense of "home bakery" as well as "old-fashioned." Rather than take the approach of a streamlined and clean logo, the opposite approach was taken—creating a logo that looked handcrafted.
This was the final text, with the second lines added to each character and the "S" modified so as to dip below the baseline of the word.
This was the original sketch done, giving a sense of what the final logo needed to look like.
Here you can see the cupcake icon of the logo being detailed over an old-time cupcake illustration.