Modernizing Bakehouse Bread Co.’s brand identity & strategy

When Nancy and John McKearney reached out to refresh their three-decade-old brand, we embraced their rich heritage and playful spirit, crafting a strategy to secure their future and breathe new life into the business.

THE CHALLENGE

Despite Bakehouse Bread Co.'s $15 million annual revenue, they recognized the need to engage a new generation of shoppers. This meant refreshing their marketing and identity to better reflect the quality of their beloved breads.

KEY GOALS

Craft a compelling brand narrative

Bakehouse had a great story but hadn’t yet found a way to make it resonate with their audience. Unlocking that story would help them differentiate themselves in a competitive marketplace.

Refresh the visual identity

Their outdated visual identity no longer reflected the quality of their products, so a modern refresh was key to attracting new customers.

Design a modern website

Bakehouse’s website worked, but John and Nancy knew it needed an overhaul to better engage visitors and tell their evolving story since 1996. This refresh would effectively showcase their products and resonate with today’s audience.

BRINGING THE STORY TO LIFE

We collaborated with Bakehouse to uncover the essence of their brand, crafting a compelling story and accompanying brand deck that Nancy now refers to as her company ‘Bible.’ This guide helps them capture the same joy and sense of adventure that fueled their very first loaves.

A NEW VISUAL FLAVOR

Revitalizing the brand identity began with tackling a most crucial element — consumer packaging. We updated the typography, added a playful scalloped edge, and brightened the color palette to create a visual experience as sweet as biting into their flavorful breads. The logo was largely preserved, as it held notable brand equity.

A MODERN WEBSITE FOR MODERN TIMES

The old Bakehouse website was stale (see what we did there?) and out of sync with trends. The updated site puts the brand story front and center, charming visitors with playful language and vibrant imagery. Further, this update aims to instill confidence in potential stockists, knowing their shoppers will be thrilled with Bakehouse products.

KEY TAKEAWAYS

Build your roadmap

A well-defined brand guide is crucial for maintaining consistency and clarity in a brand’s identity and strategy, serving as a roadmap for future growth and decision-making.

Honor brand heritage

Modernizing a brand should honor its history and equity. Striking a balance between staying current and preserving valuable core characteristics ensures a smooth transition while attracting new customers.

Amplify your spirit

Identifying and enhancing a brand’s spirit is essential for connection. For Bakehouse, this spirit is all about joy and family, using playful packaging and wordplay to elicit smiles.