Baked, a well-established and very loved NYC bakery wanted to introduce a new line of products in addition to their existing line. We evaluated the Baked brand and turned up its volume, allowing the personality, love for baking, and vision of the founders to come through the new line.

With a tagline of “Eat Well, Be Happy, Baked Loves You”, we wanted to showcase the heart and soul of the brand in this new line. The joy of baked goods, particularly the addictive ones that Baked makes! The joy that they bring to the baker, the people who are eating them and the feeling they create all around. That’s why we introduced the bright and happy colors of the Expansion Line. Not only did they immediately and clearly mark the difference between the two product lines, they also created a feeling of happiness at first sight.

We also created custom illustrations for each product to showcase the care, attention and detail that the founders put into each product and their personal connection to the products.