Bad Baker | Dow Goodfolk, brand strategy, identity, packaging and digital design agency
Dow Goodfolk
Dow Goodfolk
Bad Baker image

A new look has escaped.

Bad Baker had the right idea, saying no to mean measures like margarine and compound chocolate. And instead saying yes to cookies that double down on real chocolate and are never a stinge with the ginge(r). But the brand and packaging weren’t communicating, not even small talk. We repositioned Bad Baker by zeroing in on the brand name and deciding what Bad Baker really means, because they certainly aren’t bad at baking (we can vouch for that). Loaded with fun, personality and flavour and no cookie or crumb left behind, the new identity and packaging design is left looking dangerously delicious, just like their cookies. With a new set of disguises, we created a character that may or may not judge your flavour choice, is constantly on the run and is the official mascot of all things yum.
Warning. The following content is dangerously delicious.

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