Penn Street Bakery Rebrand
At Forrest, our mission is to put humanity back in business for tech firms and B2B leaders. We were a little shocked when a massive B2B Baking company needed our help. They had just been purchased by private equity and were looking to rapidly increase their value and take back some market share. Forrest stepped in and helped them do just that.
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Our creative team worked hard to come up with a really compelling, simple, and memorable new logo that can position the Penn Street brand to really stand out and delight its customers.
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We built a robust, comprehensive visual language for the Penn Street brand that stands out, and delivers on the brand message we crafted for them.
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The Penn Street bakery site is a powerhouse. We gave it a new look and feel to make ordering more delightful for the businesses they work with.
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Colors and fonts are one thing, but if you don’t make the right promise to your market in a memorable and impactful way you’re going to leave market share on the table. We came up with a really powerful tagline to help Penn Street bakery really connect with the businesses they serve, on a human level.
Before
Whether you like your brand, your website, your logo, or anything related to your brand expression is totally subjective.
When it comes to visual brand expressions, whether you like something or not does not matter.
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Here are a few questions to ask that can help clarify what matters:
Does my brand resonate with my audience and the right personas I am selling to?
Does my brand expression match what I actually offer?
Does the look and feel of my brand not align with how my brand is actually experienced?
Is my brand strategically being used to provide context that will empower my marketing campaigns to work?
For Penn Street Bakery, they had all kinds of things going on, but mainly needed a brand that could stand out, and increase their value in the market. In this case, a facelift was needed to tell the right story and help them sell more.
Keep scrolling . . .
Competitive Analysis
We use competitive analysis to see what the competitors are doing so we can create messaging and brand expression materials that help brands actually stand out in a meaningful way. That’s exactly where we started with Penn Street Bakery. You can see their old logo that was in use on the right.
Brand Attributes
During our discovery we got radically clear on the things that make the Penn Street brand truly unique. These are also things they want their target customers to feel and experience when they interact with their brand. Finding a brand’s attributes positions our creative team to build with meaning and emotion, not just what may “look good” subjectively.
The Logo
Your logo is a symbol. Its job is not to communicate every nuance about your brand. That’s what marketing and messaging are meant to do. For Penn Street Bakery, our goal was to create a delightful, professional, and sophisticated symbol that could re-present their brand with impact.
The Tagline
Delight in a Box™
One of the foundational beliefs we have at Forrest is that people don’t buy solutions to external problems. They actually buy solutions to something deeper – something internal. We try to find what that internal thing is and make it part of the brand’s promise. For Penn Street Bakery it was the word, “Delight.” They want their clients, customers, and buyers to not only experience delight, but to be able to offer delight to their clients and customers as well. There was double impact in the meaning for this tagline, and that’s why it works so well.
“A logo doesn’t sell (directly), it identifies.”
Paul Rand
Humanity Sells.
We took an outdated B2B bake shop and transformed it into a factory of delight. The result? Better ROI for the private equity group who invested, and bigger smiles on the faces of the people sinking their teeth into the cakes and cookies that Penn Street makes.
Talk to one of our brand strategists today and we’ll help you figure out how we can achieve those goals. Send an email and we’ll set up a time to talk.
hello@forrest-co.com