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BakeMark | Brand Strategy + Identity

Foodservice Brand Transformation: Repositioning an Industry Leader for Long-Term Growth

the IN take

A brand is defined by many elements, including its products, colors, imagery, and words. But when those components are incohesive, it’s difficult to tell it apart from competitors or define its points of difference in an often-crowded market. A purposefully established brand strategy guides how a company presents itself to the world. It clarifies and articulates what the brand stands for today and lays the groundwork for where it’s headed.

opportunity

When we began working with BakeMark, a leader in the baking manufacturing and distribution industry with over 130 years of experience, their most prominent brand asset was simply a logo. It was time to collaborate on a process that would lead to more clearly defining how they communicate everything they truly are.

approach

As a first step, we dug deep to determine their authentic, ownable brand position and voice that clearly communicate the unique values they bring to the industry. Those characteristics then came to life through their website, brand campaigns, messaging, and other mediums.

services

Competitive research

Whitespace mapping

Tagline Creation

Brand Guidelines

Insights discovery

Identity refresh

A Vibrant, New Look

We shot dynamic images of bakers in action and on-trend creations to help elevate the brand and showcase what’s possible with BakeMark. Updated icons and patterns complete the look and add energy.

BakeMarkAssets
Donut being dipped in icing by a foodservice professional
Pastry chef sprinkling sprinkles onto chocolate cupcakes

A Brand Campaign Based on Heart

In addition to their extremely high-quality products, a key element BakeMark brings to customers is their dedication to service and relationships — critical in such a demanding, dynamic industry. That commitment to partnership is coming to life in “Bake with Us” messaging and similar iterations on the site and in industry-wide media placements.

Telling Their Story Visually

“A picture is worth a thousand words,” and we are certainly putting that ethos to work. The baking industry is reliant on products that look as good as they taste, and we aim to let those creations do plenty of talking. Beautiful, colorful, decadent photography abounds in the new BakeMark visual strategy.

Gourmet cupcakes
Celebration cake decorated with donut holes and donuts
Artfully decorated raised and cake donuts

IN Food was quickly able to capture the essence of what BakeMark is truly all about. They took the information we shared and provided a precise, cohesive take-to-market strategy on who we are — all with a fresh look.

Ryan McCoy, Digital Marketing Manager at BakeMark

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