The cupcake market is suffuse with twee gilding, from cheery pink and yellow icing to silver baubles and intricate butterfly motifs.
Which is why when we came across a fleet of "depressed" cupcakes - in hues of greyish-blue and bearing slogans like "broken" and "lonely" - we sat up and took notice.
This innovative concept is the brainchild of Miss Cakehead, an entrepreneur famed for her edgy, offbeat culinary projects, including this emporium of anatomical and pathologically-inspired treats, featuring squeezable puss cupcakes and human centipede cookies.
This time round mental health takes the spotlight, as Miss Cakehead's company Cakehead Loves launches its Depressed Cake Shop campaign.
This series of pop-ups is running throughout 2013 and revolves around creating baked goodies to do with depression and other mental health issues. The only rule is all treats must be baked in various shades of grey.
The first pop-up was held in London earlier this month, with around 40 more groups signed up to hold their own shops throughout the year so far - in places as far-reaching as Pakistan and Australia.
"One in four people will suffer from mental illness at some point in their lives," says Miss Cakehead. "The Depressed Cake Shop will provide a unique (and delicious cake) platform on which to raise awareness of and discuss mental health issues, whilst at the same time raising valuable funds for various mental health charities.
"It will provide a valuable platform for discussion about mental illness and to engage with people the myriad of complex issues that stem from this disease. It’s an awareness campaign, as opposed to a fundraising one, so each of the cake shops will be donating money to the mental health charity of their choice."
Depressed cakes on show so far include a fortune cookie with the slogan "just pull yourself together" and "Black Dog" macarons (Black Dog is a metaphor for depression used by Winston Churchill, who suffered from episodes of manic depression). There's also a Swiss roll labelled "psycho".
Take a look at some of the treats that have been dreamt up as part of the Depressed Cake Shop project, below, and find out more about the initiative here.