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.
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.
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
