Baker · 2024
A full rebrand that made a legacy brand feel modern.
Client
Baker
Industry
Food & Beverage
Timeline
6 weeks
Services
Brand Strategy, Logo Design, Visual Identity, Brand Guidelines
Role
Brand Lead
Baker is a family-owned artisan bakery with 30 years of history and a logo to match. When their third-generation owner decided to expand into wholesale, the old identity wasn't going to cut it. We built them a system that honored their heritage while positioning them for the next chapter.
The challenge
The original brand looked like it was designed in Word. Baker's quality was unmatched in their market, but their visual presentation was actively costing them wholesale deals. Buyers were passing based on first impressions before ever tasting the product.
Our approach
We ran a full brand discovery sprint — interviewing the owner, their top retail customers, and three wholesale buyers who had passed. The insight: Baker's value is craft and provenance, but they were communicating it as a commodity. We anchored the new identity in letterpress-inspired typography, earthy natural tones, and a mark that nods to traditional breadmaking. Every touchpoint — from packaging to email signature — was rebuilt to match.
Results
+12
Wholesale Accounts
New accounts within 60 days of rebrand
+34%
Revenue Growth
Year-over-year after launch
80+
Brand Assets
Files delivered across all formats
6 wks
Turnaround
Strategy to final files
I was nervous about changing something my dad built. Surya and the team made it feel like an evolution, not an erasure. Our new packaging stopped a Whole Foods buyer mid-conversation.
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