Cover Story: Sweet imaginarium

This article first appeared in Options, The Edge Malaysia Weekly, on November 9, 2020 - November 15, 2020.
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Wondermilk co-founder Ifzan Ibrahim has been keeping busy since its cupcakes launched into the big time. The graphic designer and serial entrepreneur talks to Petrina Fernandez about how his love for beautiful things led to numerous enterprises and creative expressions.

The cupcake revolution of the mid-2000s was one of the sweetest trends of the decade, not only because of its effect on blood sugar levels but for the quality and artistry it brought to the baked goods scene. Seemingly overnight, new labels sprouted up around the Klang Valley, purveying designer cupcakes handcrafted at home or at boutique bakeries as a profusion of designs and flavours swept the imagination of an enthralled public.

Wondermilk was among the pioneers of the movement; a surprising turn of events given that its roots lay in graphic design. Frustrated at being creatively hemmed in by naysaying or ultra-conservative clients, its six founders had established the independent house in 2000 to explore unorthodox ideas and visual possibilities. There was even a retail element featuring in-house designed knick-knacks and collectibles. And then came the cupcakes.

One of the co-founders was a dab hand at baking and what began as curious experiments quickly proved to have commercial potential. The brand built a firm fan base around imaginative designs transposed onto its Cuppacakes: too-good-to-be-eaten images piped out in rich buttercream on fluffy, moist bases.

For the full story, pick up a copy of The Edge Malaysia (November 9, 2020) at your nearest news stands or visit optionstheedge.com.