Bakingo had strong recall, the name was everywhere delivery bags, office parties, Instagram feeds - but the brand lacked visual coherence. We had to evolve an identity people already trusted without breaking what made it familiar. Then build something that could claim celebration as a category - not just participate in it.
The logo was refined, not replaced. Proportions tightened, weight clarified, legibility sharpened across sizes. The familiarity stays. The ambiguity goes. The 'b' already existed in the word mark. We isolated it. Not as a monogram - as a mark with functional range.
The letterform carries the roundness of a cake and the upward pull of a candle flame. At scale, it becomes the shorthand the full word mark can't be - applied across packaging, in-store and digital with equal conviction.
Wishes are the wonder of our childhood. Every time we made a wish after blowing out the candle, we never doubted it would come true. Because deep down, we believed that if we wished hard enough, anything was possible.
This childlike wonder still flickers inside us. It might have weakened, it might waver from time to time but it is ever present.
Bakingo wants to make wishes great again. Whether it’s your wish to turn into Batman for one day, or have a cake that brings all your friends together-we’re always listening, learning and fulfilling them in our kitchens.
Simply whisper your wish, and let the magic unfold.
For an occasion brand, packaging isn't containment - it's the moment before the moment. Every surface was treated as an opportunity: copy tucked into flaps, unexpected warmth in the small print, details that reward the person giving the box as much as the one receiving it. The system was designed so no two executions feel identical, but every one feels unmistakably Bakingo.
No two orders feel the same.
Sometimes it’s planned. Sometimes it’s last minute.
Sometimes it’s big. Sometimes it’s just because.
So everything is built to feel flexible like it can meet the moment.
The brief for retail was the same as for packaging: familiar enough to feel like Bakingo, considered enough to feel designed. Light, functional, and full of small things worth pausing at - an 11:11 wishing moment, build-your-own flavour stations, surfaces that carry the illustration world from screen to shelf.
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