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Bread Basket Bakery and Cake Shop Brand Relaunch

Entered in Restaurants


In 2020, Business for Good purchased Bread Basket Bakery, a popular destination for baked goods located in Saratoga Springs, NY. BFG's goal was to keep a beloved institution open to local patrons, as well adding a pro-social mission to the bakery: increasing wages; offering medical benefits for full-time employees and most importantly, donating all profits from the original location to local charities.

By 2022, it was time to refresh Bread Basket Bakery's brand, and expand upon the business's capabilities. It was determined that a sister location would be branded as Bread Basket Cake Shop. The cake shop's location and offerings would be unique, but the two brands (Bread Basket Bakery and Bread Basket Cake Shop) should be perceived as independent businesses with a shared DNA.

The rebrand – and launch of Bread Basket Cake Shop – also needed to infuse a wide variety of visual material into the digital presence of these two locations. We knew customers would need to see the product and immediately crave baked goods, cakes and treats from both businesses.

Strategy and Execution

We began with a creative brief and a clear goal to elevate the perception of Bread Basket Bakery and Bread Basket Cake Shop from local 'mom and pop' businesses to brands with an approachable sense of luxury and refinement - capable of comparison with established national bakery and cake shop brands.

Our scope of work included the creation of a unique font with charm and sophistication. Through this shared font, there is an immediate connection made between the two businesses. At the same time, we developed unique color palettes for Bread Basket Bakery and Bread Basket Cake Shop. This differentiation carried over to social media posts, allowing us to make a distinction between the two locations and their offerings.

In addition to practical information (menus, operating hours, staff) that had to be included on the website, care was taken to also highlight a range of appealing photography of individual products. The backend of the new website allows for additional product shots easily, as well as the ability to change banner and hero images depending on promotional priorities and seasonal items.


The overall look and feel of the digital rebrands have helped inform the interior design of the new Bread Basket Cake Shop space - where the soft pink brand color and elegant logo have been an impetus to curate a physical space that feels both polished and cozy simultaneously. Visitors to the new location are filled with compliments for the new business, and cake orders in Q4 2022 were doubled from the year prior.

Using the new look and feel led to success on social media as well. Our Bread Basket Cake Shop announcement Instagram post pulled impressions that were 249% higher than our monthly average, and on Facebook our impressions for the same post were 1,095% higher than our monthly average.

The digital relaunch was timed perfectly to coincide with press outreach which began in December 2022 and continued into 2023. The new look and feel of the online brands have helped secured media interest in Bread Basket Cake Shop as well as Bread Basket Bakery.

With the new look and feel, both businesses are positioned to see greater growth and digital traffic in the months ahead.


Entrant Company / Organization Name

Business for Good


Entry Credits