0-60 IN 3RD GEAR: THE GUTS AND GRIT
TO ENTER THE MARKET LIKE SEASONED ROCKSTARS

Bad Ass Bakers & Co. is a brand-spanking-new company founded by two cool guys who are baking up savory breads and seductive pastries that pair well with craft beers, stinky cheese and their own line of Bad Ass Roasters coffee beans. When they aren’t making music.


Brand Clarity  •  Brand Strategy  •  Brand Voice  •  Retail Packaging and Experience

The Challenge

The founders are risk takers, yet knew first hand the point-of-entry was crucial for success. They’ve had start-ups that were fun and cool, but were not viable businesses. Our challenge was for them to fully embrace the need to define a niche they could own, where their concept would be understood, and to resonate deeply on first flight.

SERVICES

  • brand strategy

  • positioning

  • naming

  • persona development

  • brand voice & messaging

  • experience strategy

  • content strategy

  • visual identity

  • brand style guidelines

  • package design

Insights

The demand for another baking company is insignificant, in terms of meeting a need in the market. The gourmet artisan baking industry landscape is full. And it is frilly, fussy, and feminine. The opportunity to claim the space for the masculine, “real men can bake too” niche was viable, and a very promising business model.

Solution

We let it rip. It is essential for entrepreneurs to muster the courage to go out of the gate blazin’, on fire. Our founder clients are just those guys. We rethought everything baking. A bold brand personality was defined, articulated and designed for maximum impact. Bas Ass Bakers and Roasters. Made by dudes, for dudes, and the women they love.

Impact

A market niche is born. Bad Ass Bakers takes their seat at the table in the craft and makers industry. Sit down, partner and grow with the best bespoke craft beers, artisanal cheese makers, and the like. Keep your motorcycle helmet on. Make room Cake Boss, the boys of Bad Ass are here.

We Rethought Everything Baking

Packaging and Display

Packaging and Display

Brand Tone and Visual Voice

The Mascot

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Strategy & Planning

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Brand Identity

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Brand Voice Development

Days to Launch

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