Bad Baker

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 and lacked emotional connection. 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.

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 allowed us to develop a new brand mascot and an identity full of character and personality.

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.

The packaging is coloured by flavour with delicious cookie and ingredient photography instantly igniting taste buds. We made sure that the cookie photography was as accurate as possible as they really do look and taste that good. Homemade without the homemade part and packed full of delicious premium ingredients. The packaging heroes the brand with the logo sitting front and centre locked up with the newly designed baker hat symbol allowing the connection between product and brand to be made. The new Bad Baker hat symbol represents the Bad Baker story and helps Bad Baker to become recognisable and expand in the future without being strictly ‘sweet baked goods’.

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.

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.