Transforming home baking through brand and experience
500k
Baking kits and subscription products sold in one year
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In need of more creativity
The project
For many people, baking is something they want to do, but don’t always find the time, confidence, or energy to follow through.
Bakedin saw an opportunity to change that. Not just by launching a new product, but by making baking feel easier, more enjoyable, and something people could return to again and again.
A brand ready to rise
When we first partnered with Bakedin, the business was moving beyond its start-up phase. It had built strong recognition and a loyal customer base—but its brand and digital experience hadn’t yet caught up with its ambition.
The foundations were there. What was missing was clarity, consistency, and a stronger sense of identity that could support the next stage of growth.
Rather than reinventing the brand, we focused on strengthening it.
The existing identity was refined into a more confident, professionally executed mark, which retained familiarity while elevating its presence. Around this, we built a distinctive visual system inspired by real baking ingredients, combining softened colour palettes, expressive typography, and tactile, three-dimensional illustrations.
The result was a brand that feels approachable, characterful, and unmistakably Bakedin; designed to stand out both on shelf and online.
From product to experience
Alongside the core brand, we developed the identity and launch strategy for the Home Baking Club, a subscription designed to bring structured, inspiring baking experiences into people’s homes.
The Baking Club was created to feel part of the Bakedin family, but with enough independence to stand on its own.
Digitally, we reworked the website to create clearer journeys, stronger calls to action, and a more seamless path to purchase, ensuring the experience matched the simplicity and enjoyment of the product itself.
This extended across email, packaging, vehicle livery, and print to build a consistent, connected brand across every touchpoint.
More than awareness
What followed was a shift in how people engage with Bakedin.
Brand recognition reached an all-time high, with 57% of people surveyed aware of Bakedin, and products stocked across thousands of retailers in the UK and internationally.
The business scaled rapidly, growing from a team of three to over 50, with a 10,000 sq. ft. production facility supporting demand.
The Baking Club at its height delivered over 20,000 subscription boxes every month, with more than 500,000 kits and subscriptions sold in the one year alone.
