Giving a baked goods brand a fresh look
Doughnut Peddler was a company known by retailers for delivering the freshest, most convenient sweet treats daily but they lacked a strong brand promise to help them connect and stand apart. In an effort to better connect with existing retailers and begin cultivating new relationships directly with consumer audiences, they came to Pearlfisher in search of a new visual identity that would ring true to their roots but add something fresh, inviting and modern.
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Based on insights uncovered during the brand strategy phase, the jumping off point for creative was creating a radically different name, Bakeface. This bold new name, served as the strategic foundation for a new brand identity, aimed at helping the brand behave louder and prouder about its quality offerings.
We infused the new Bakeface brand tone of voice and overall look and feel with an irreverent, fresh, and playful attitude that would stand out on shelf and immediately make reaching for their products a “dough brainer” moment for consumers.
From photography and taglines to colors and typeface, our strategists and designers developed each brand world touchpoint to ensure that Bakeface could always own and celebrate its freshly baked goods; crafting each detail with the intention of elevating Bakeface’s delicious, new value proposition: Never frozen. Always worth it.
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