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Agency: We Launch
Creative Director: Stuart Lang
Location: United Kingdom
Project Type: Produced
Client: Baked In
Product Launch Location: Global
Packaging Contents: Home Baking Ingredients
Packaging Substrate / Materials: Cardboard
Printing Process: digital printing

Baked In, the subscription home baking kit company, has partnered with independent brand and digital agency, We Launch, to create a new brand and visual identity celebrating Baked In’s vision of “Happiness is Homemade”.

Launched in 2013, and now sold in thousands of shops and online retailers in the UK, Europe, and North America, Baked In wanted to expand its offering further and reach an even larger audience, with home baking more popular than ever. But to truly seize the opportunity, its brand needed to better reflect the unique, homemade experiences delivered by each product in its portfolio. With the brief of bringing this experience to life across all assets, We Launch set out to create an energetic and playful brand that captured the true nature of home baking.

At the heart of the new brand identity is a reinvented logo and hand drawn typeface. A distinctive illustrated chef’s hat icon is supported by a bespoke typeface featuring soft, round letterforms that evoke playfulness and warmth. To further mirror the notion that every bake is unique, multiple characters were created for each letterform, allowing every new word, phrase or product developed to have a totally distinct look and feel.

We Launch also created a set of vibrant stickers featuring illustrations and more unique typography to further expand the ownable assets that Baked In could utilise across all its touchpoints. These characterful stickers were created to make the brand as relevant as possible and, alongside the other assets, can be flexibly used across social, the updated website and within an easy-to-use instruction platform. The new brand identity hopes to appeal to bakers of all kinds, and pushes for as many as possible to get involved.

Stuart Lang, founder and creative Director, We Launch, commented: “We wanted to create something for Baked In that was more reflective of who the brand is and what it does. The products it sells create a sense of playfulness that really wasn’t brought through fully in the previous brand identity. By focusing on what makes home baking fun, and incorporating the handmade element into our work through illustration and a bespoke type, we sought to capture the essence of the Baked In brand experience across every channel.”

Joseph Munns, founder, Baked In, added: “We’ve always invested in our brand at Baked In and with so much change in the last year, we knew the time was right to take the next step, as a community driven business. We Launch have captured the spirit of what our products set out to do and our ethos of happiness being homemade. We are all about the fun, wellbeing and connection that baking brings. The new handcrafted creatives perfectly encapsulates that feeling. We’re extremely excited about sharing the new look with our customers and to hopefully get even more people involved with our kits.”

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