Fulfilling a mission to turn traditional American desserts on its head with Baked, an artisanal bakery and cafe founded in Brooklyn. We gave Baked a full brand and visual identity refresh, from packaging for their new ready-to-eat line to an online shop featuring their popular granola, baking mixes, and dessert spreads.

Brand Identity / Packaging Design / Ecommerce

We took inspiration from classic American fare and mid-century modern design, then mixed it with a bit of brash Brooklyn energy ︎︎︎ to create a simple, unique and ownable system.

In conjunction with their brand refresh,  we launched an ecommerce website ︎︎︎ that sold their popular granola, new baking mixes, dessert spreads, and featured online ordering for their ready-to-eat line.

We started by interviewing customers, understanding needs and pain points purchasing online or over the phone. We turned those insights into a simple and seamless online experience ︎︎︎ that clearly defined each step needed to order Baked’s delightful desserts.

We made sure the new visual brand identity boldly stood out across the entire ecommerce experience. We embraced simplicity through the use of a modular grid system, and complimented it with a playful yet refined application ︎︎︎ of typography, imagery and color.

Lastly, we enhanced Baked's online experience to ensure it was fluid across multiple breakpoints ︎︎︎. Our goal was to keep the design and experience consistent in order to increase digital conversion.

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GDUSA American Package Design Awards ^’18

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Agency: Hinterland
Role: Lead Designer
In collaboration with Scott Buschkuhl & Jen Marchese. Photography by Jason Wyche.