Kerekes
Case Study
A seasoned culinary partner gets the brand to prove it
B2B Service
the challenge
Kerekes had nearly seven decades of equity with professional chefs, bakeries, and culinary institutions, but no cohesive, powerful brand to represent it.
Two names (Kerekes and BakeDeco), two separate identities, and no clear story connecting them left their business underleveraged, especially as competitors leaned hard on price and logistics.
what was their next?
The insight was hiding in plain sight: in a market full of warehouses, Kerekes was a partner. Their expertise, relationships, and curated selection couldn't be replicated by a fulfillment center.
That became the brand's north star, centered around a clarity-building, legacy-reinforcing tagline “Your Culinary Partner Since 1959.”
the process
The brand was built to carry the weight of nearly seven decades without feeling heavy. A rich palette of red, wine, off-white, and sand gives Kerekes warmth and gravitas in equal measure — authoritative enough for a B2B sales call, inviting enough for a Brooklyn showroom visit.
A bold new wordmark and typeface balances corporate authority with retail warmth. Custom illustrations span both commercial and home cooking contexts. A brand seal, leave-behind brochures, sales folders, store bags, and a shipping box system all telling the same story.
The brand architecture was also clarified internally and externally: Kerekes leads as the trusted name for professionals, B2B, and showroom experience. BakeDeco operates as a sub-brand by Kerekes powered by their expertise, specializing as a baker’s heaven.
the results
Kerekes now has a brand that matches its reputation: one that professionals are proud to reference, salespeople are proud to represent, and customers recognize from showroom to shipping box.