Select Work
‘14–‘21
︎ Baked
Identity, Packaging, E-Commerce
![](https://freight.cargo.site/t/original/i/81d65482adf9a3fbc66cac81076113132902df69531cdbb04a3925fa6fd41ca5/ReginaPuno_Baked_12_2560x1440.png)
![](https://freight.cargo.site/t/original/i/bf39e21972f7cc261e3603c0d67747590882ef820109c8d065b42f65f0536888/ReginaPuno_Baked_21_2560x1440.jpg)
![](https://freight.cargo.site/t/original/i/d064123542365fadc8ce50a477ee95533296f81dd15c019c90f0f2c64adb762c/ReginaPuno_Baked_02_2560x1440.jpg)
![](https://freight.cargo.site/t/original/i/c0f4dd594385fb22fe906369940cfc606db44160cfee495c1ae2a8112cde70fc/Hinterland_BAKEDNYC_1920x1080px_72dpi_65.jpg)
![](https://freight.cargo.site/t/original/i/83a982a7021a6d7db0887fec5945aa417fc7aa77a8c239c9b8f190ebbdc323db/ReginaPuno_Baked_Web_10_2560x1440.jpg)
![](https://freight.cargo.site/t/original/i/b237f5d3f104d7c92b7d6f37363df4f03bcc577b48a56580f21f9b665ac3e82b/ReginaPuno_Baked_Web_21_2560x1440.png)
![](https://freight.cargo.site/t/original/i/0d354df067b6c950244ad13592395edd37e5b9c96ed4b7028f73e4064b40eba6/ReginaPuno_Baked_Web_15_2560x1440.jpg)
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
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