BakeDeco
Case Study
An online baker's paradise that’s anything but vanilla
B2B Service
the challenge
For over a decade, BakeDeco.com has been the go-to online destination for hobby bakers and pastry professionals nationwide. But it was far from the only one out there. How could it differentiate itself?
what was their next?
BakeDeco's greatest untapped asset was the name it wasn't using: Kerekes. It was presenting itself as a standalone store with no connection to the 65-year-old culinary powerhouse behind it.
Positioning BakeDeco as “BakeDeco by Kerekes” would give the platform something no competitor could claim: the speed and ease of e-commerce, backed by genuine culinary expertise.
the process
Their new brand was built to be bold, fun, and unmistakably at home in the culinary world - strategically presenting as an online baking destination that’s both a specialty shop and ‘industry insider’.
Playful brand illustrations and a richly patterned brand system ensured the identity could flex across digital, packaging, apparel, and out-of-home without ever losing its thread. A lovable chef mascot became the face of the brand's digital presence, from chat bubble to social content.
Marketing inserts were designed to run in every BakeDeco order, driving awareness of the Kerekes showroom and borrowing from its credibility. Digital templates and email branding unified the online experience across every touchpoint.
the results
BakeDeco now shows up as what it always was: a world-class online baking destination, with the authority of Kerekes behind every product, every recommendation, and every order.
