The Bake Shack is an institution here in the Bay of Plenty, known for its quality bakery goods, a bustling local lunch bar, and a growing catering business. With distribution across the North Island, it’s a staple for both cafés and hardworking tradies alike.
Under new ownership, The Bake Shack needed a brand refresh that would appeal to both its loyal tradie customers and the emerging café scene. The goal? A modern yet authentic identity that would stand out in convenience stores, in cafés, and on delivery trucks.
We started with a bold new logo, then took a deep dive into a full-scale rebrand — reimagining packaging, visual identity, and brand personality. The focus was on authenticity, craftsmanship, and making the food the star of the show. We developed a rustic, hand-drawn illustration style for pies, cakes, and baked goods to add personality and warmth - pairing it with a monotone black-and-white colour palette to let the illustrations shine and ensure the food remained the hero.
The refreshed branding made The Bake Shack unmistakable across cafés and convenience stores with its strong visual identity that resonates with both café owners and hungry tradies - it now feels as high-quality and handcrafted as the food itself.
