Midtown Bake Shop Rebrand

May 14, 2024

Filed in: Our Work

About Midtown Bake Shop

Andrea Kidwell came to us in need of a total brand overhaul. Previously known as Perfectly Blended Bakery, Midtown Bake Shop started as a small side fundraiser and eventually morphed into a business. Its previous DIY’ed branding was really limiting its growth potential and was keeping Andrea from expanding and turning it into the thriving business she envisioned. Together we crafted a totally new brand experience that combined her passion for supporting local with a “made with love,” cottage aesthetic, allowing her to overcome her business plateau and continue growing.

Project Needs:

  • Logo Suite
  • Brand Typography and Color Palette
  • Social Media Direction & Templates
  • Package Design
  • Photography Direction
  • Banner Design
  • Additional Marketing Collateral

Where We Were Starting From

Before our partnership, Andrea had been DIY-ing the bakery’s branding and design. She had vocalized lacking confidence in what she had created, which limited her ability to grow. She felt stuck and stagnant, knowing where she wanted to go, but lacking a brand that fit her vision. Andrea primarily sold through one-off events and via Facebook messaging. Her goal, however, was to open an online shop and land a spot at the local farmer’s market.

The Direction

After defining Andrea’s ideal clients and doing a complete competitor analysis and strategy intensive, we determined that we really wanted to lean into the earthy, cottage bakery feel. We wanted to pay homage to the roots of Andrea’s baking journey, so we chose vintage-feeling colors and pulled inspiration from cookware given to her by her grandfather. We also chose to lean into more natural textures for packaging and brand SWAG.

The Logos

Due to the variety of uses Andrea’s logo was going to have, we created a few different versions. The primary and secondary are found on packaging, while the simplified version is on signage. The sticker was a fun added touch that appears on packaging and is being used for additional SWAG like buttons and magnets. In the future, Andrea plans to create t-shirts and totes that also boast the logo and clever Wichita-centric phrases.

The Brand In Action: Packaging

Packaging was going to be one of the biggest ways we could showcase and elevate the brand. Since we were going for a more “natural” feel, we chose kraft pouches for the spices and granola packaging. We went with a stamp that Andrea could easily apply to each package (saving money long-term without sacrificing the brand’s style). Additionally, we chose butcher paper and twine as a way to wrap the breads. Each is labeled with it’s own printed card that is tucked into the twine wrapping.

The End Results

During our partnership together we:

  • Developed full logo suite, color palette, typography palette, branded illustrations, and brand guidelines
  • Creative Directed a brand photoshoot with a local photographer
  • Developed package design for her granola and spice mixes
  • Designed shipping packaging and marketing collateral to be sent out with each order
  • Designed social media templates that could be used over and over to maintain cohesion online
  • Designed banner and other promotional materials for events

At the end of it all, Andrea had a more cohesive, intentional brand image. She secured a regular spot at the local farmer’s market (selling out multiple weeks in a row). She developed a custom coffee blend and continues to expand her menu. She is also working on developing corporate partnership to create a recurring income stream.

What Andrea had to say about the process:

“Loved working with you on my rebrand! Process was amazing and my brand now looks professional and amazing. I get so many compliments on my branding and this could only have been possible with you! If you are considering working with Hunter, jump in because it was so worth the investment!!!!”

Thinking a rebrand might be in your future?

Check out our Brand Development Partnerships to get started. You can also Book a brand consultation with me. During that time we will spend 45-60 minutes deep diving into your current business and brand to pinpoint what’s working and what’s not. You can get your questions answered and leave with a write-up that you can use to guide your brand development moving forward. If you choose to book a branding package with me after your consultation, the fee will be applied to your total package cost.

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