• Transform magazine
  • July 18, 2024


We Launch crafts new brand for home baking kit company, Baked In

Baked In Top

Baked In, the subscription home baking kit company, worked with independent brand and digital agency, We Launch, to create a new brand and visual identity celebrating Baked In’s vision of ‘Happiness is Homemade.’


Baked In wanted to expand its offering further and reach a larger audience, with home baking more popular than ever now after the pandemic. To truly seize the opportunity, its brand needed to better reflect the homemade experiences delivered by each product in its portfolio. With the brief of bringing this experience to life across all assets, We Launch set out to create a playful brand that captured the true nature of home baking. 

At the heart of the new brand identity is a reinvented logo and hand drawn typeface. An illustrated chef’s hat icon is supported by a typeface featuring soft, round letterforms that aim to evoke playfulness and warmth. To further mirror the notion that every bake is unique, multiple characters were created for each letterform, allowing every new word, phrase or product developed to have a distinct look and feel.

“We wanted to create something for Baked In that was more reflective of who the brand is and what it does. The products it sells create a sense of playfulness that really wasn’t brought through fully in the previous brand identity. By focusing on what makes home baking fun, and incorporating the handmade element into our work through illustration and a bespoke type, we sought to capture the essence of the Baked In brand experience across every channel,” says Stuart Lang, founder and creative Director, We Launch.

We Launch also created a set of stickers featuring illustrations and more unique typography to further expand the ownable assets that Baked In could utilise across all its touchpoints. The stickers, which can be flexibly used across social and the updated website, were created to make the brand as relevant as possible. The new brand identity hopes to appeal to bakers of all kinds, and pushes for as many as possible to get involved.

“We’ve always invested in our brand at Baked In and with so much change in the last year, we knew the time was right to take the next step, as a community driven business. We Launch have captured the spirit of what our products set out to do and our ethos of happiness being homemade. We are all about the fun, wellbeing and connection that baking brings. The new handcrafted creatives perfectly encapsulates that feeling,” Joseph Munns, founder, Baked In.