︎ Baked

Identity, Packaging, E-Commerce

Fulfilling a mission to turn traditional American desserts on its head with Baked, an artisanal bakery and cafe in Brooklyn. We gave Baked a full visual identity refresh to support a big expansion of the business and its growing list of offerings—from their new ready-to-eat line to an online shop featuring their popular granola, baking mixes, and dessert spreads.
        The graphics mix the vernacular of classic American fare, mid-century modern design, and a bit of brash Brooklyn energy. The new identity better conveyed Baked’s mission to surprise, delight and bring better baking mixes, delicious granola, and dreamy dessert spreads to everyone.


Studio: Hinterland
Year: 2017
Team: Scott Buschkuhl, Jen Marchese
Photography: Jason Wyche