Fresh From The Field — Bad Baker – By Dow Goodfolk
The Bad Baker team knew something wasn’t working and it was up to Dow Goodfolk to figure out what that was.
Fresh from the Field is a weekly article series sharing fresh and inspiring work from the Design Assembly community. Want to submit your work to Fresh From The Field? Fill out the form here.
The brief
Bad Baker had the right idea, saying no to mean measures like margarine and compound chocolate. And instead saying yes to cookies that double down on real chocolate and are never a stinge on the ginge(r).
But the brand and packaging weren’t communicating, not even small talk. The Bad Baker team knew something wasn’t working and it was up to us to figure out what that was.
We identified the need for a stronger brand story, something captivating that people will fall in love with which results in a new look that stands apart from its competitors on supermarket shelves.
The Design Response
The brand lacked emotional connection, there was no story being told. We needed to take advantage of their characterful intents with their brand name and the glimpses from their brand identity and packaging and build this out to be more considered and intentional.
The name and logo weren’t up for grabs, so we knew this was something we had to work with. We developed the concept of ‘wanted for being dangerously delicious’ which comments on their brand name, and their product offering being cookies that are so good, they’re dangerously delicious – you can’t stop at one. This concept also allowed us to develop a new brand mascot and an identity full of character and personality.
Working with the brand name, we designed a new brand symbol of a baker hat that allowed the brand to become recognisable and iconic across any brand touchpoint. The brand symbol needed to represent the Bad Baker story and allow Bad Baker to expand in the future without being strictly ‘sweet baked goods’.
With product standout at the forefront, we designed packaging that stands out on shelf, highlights the delicious flavourful products within and most importantly tells the Bad Baker story and builds the relationship between shoppers and Bad Baker.
We had the very important (and fun) task of redesigning the Bad Baker mascot. The character needed to be memorable, loveable, and capable of communicating the brand story.
The new Bad Baker is a full-time baker, part-time bandit, is constantly on the run hiding from the paps, rule-makers, and their mobs of fans (baddies). Bad Baker can now be easily recognised across all brand assets whether that be as eyes, head, or body. Bad Baker is certainty working overtime.
With the new positioning in full force Bad Baker is causing havoc on the streets, on supermarket shelves and in your household kitchen. If you spot Bad Baker approach with caution as may contain dangerously delicious goods.
The Design Team
Donna McCort – Creative Director
Georgia Billman – Designer
Simon Burton – Production/Artwork
Haidee Wallace – Account Director
Annie Dow – Managing Director
https://dowgoodfolk.co.nz/design/
https://www.instagram.com/dowgoodfolk/
https://www.linkedin.com/company/dowgoodfolk/
The Client Team
Bad Baker
Client details
https://www.instagram.com/badbakernz/
https://www.facebook.com/badbakernz/
