all about cookies and jolly good times

 

Having been in the unorganised FMCG business for years, The Bake Factory is on the verge of a shift by launching various new products, highlighting their main offering – cookies. This called for a comprehensive brand building process. We looked at the cookie market in India, which is mostly unorganized or are mostly products or sub-brands of larger established brands. This was an opportunity to highlight The Bake Factory as an exclusive cookie-brand. While this is a differentiator for the company, it needed a distinct strong brand story as well.

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BRAND : POSITIONING
We started off, by creating a story around ‘The Bake Factory’ as a magical factory which produces cookies with, and for the utter joy of making them. A cookie wonderland of sorts. Something which culminates in the feeling which a consumer gets, when having it. The ‘happy factory’ became our cue for everything that followed. The positioning ‘Baking Jolly Good Times’, the design language and the packaging, all take forward the story. Because a delight in eating ought to begin with delight in the making! We showcase this ‘experience’ throughout communication collaterals, from the experience store and marketing pamphlets, et al. The impact of branding and packaging has helped the brand in getting good shelf space and a positive response from the market.
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the identity : warm, welcoming with the promise of a delicious treat
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a great product needs a befitting representation, capturing the experience shot by shot
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the brand language brings to life the fun of being in The Bake Factory; a joyous world, built by imagination
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packaging that carries the joy forward
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dressing up the venue, the brand store, where the relationship begins
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walk in to our world and soon it will be yours
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stories that make life special, just to bring out the smile
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whatever be your reason, there's surely a cookie that's just right for you