Law → Butter: How our Sweets got their Gangster Names
Law → Butter: How our Sweets got their Gangster Names
Back when Butter Mafia first started, I used to go from café to café, asking if they’d wanted to sell my bakes.
It was an interesting time back then. There wasn’t much of a “business” yet — no logo, no branding, just me, my bakes, and a whole lot of hope.
I had our brownies and cookies stocked in a cafe in the city. The baristas were so cool and kind. And they kept sharing my story with their customers, telling them, “You’ve got to try this.” Now at that point, there was not much semblance of a business. I did not have a logo. I pretty much had roasted almond choc chunk brownies and peanut butter chocolate cookies.
The customers who tried my brownies raved that they were the best brownies they had.
Meanwhile I was thinking… really? Is this actually happening?
All I knew was that I wanted to make treats that brought people joy and comfort.
One day, standing in that café, I realised something: their other cakes all had interesting names. One in particular caught my eye — “Louise Cake.”
So much more intriguing than saying “jam and coconut meringue on a biscuit.”
That was the moment it clicked. I knew then that I had to give my bakes cool names.
When I first told one of my suppliers the business name, she burst out laughing and called over her colleagues: “Come look at what this business is called!”
At that moment — ex-lawyer turned baker — I decided I was going to have fun with this. Lean all the way in.
So I made a list of names. And Bad Boy Brownies stuck instantly.
From there, the rest came naturally — Henchmen Cookies, The Kingpin, The Triad Bride…
Once the sweets had gangster names, they seemed to come to life.
.
A little mischief. A little playfulness. And people got curious — which was exactly what I hoped for.
A little mischief. A little playfulness. And people got curious — which was exactly what I hoped for.
Sometimes I worry the names distract from the quality.
But our customers tell us they know that when we make something, it will be a quality product.
So now I'm curious…
What do you think of our dessert names?
Do they make you smile? Do they make you giggle? Or are you here because you just want a really good brownie?
From gangster brownies to secret menu choux... thanks for being part of our little dessert underworld.
Kenn & The Butter Mafia