For 30+ years, Original Foods Baking Co. has been providing cakes, slices, muffins, and other baked goods across New Zealand. Despite the longevity, the brand did not have a great catalogue of unique assets — with only a logo lockup to rely on.
For the rebrand, we introduced an illustrated chararcter to bring more playfulness to the brand and in turn changing the brand voice to incorporate more humour and mischief. A renaming of the brand from Original Foods to Original Foods Baking Co. was also sought for greater trademarkability.
Original Foods is a brand that has existed since 1991. Their growth as a company took them to a point where their cakes, muffins, donuts and slices filled every gas station, every mini mart & every supermarket cake chiller.
Despite all of this, the brand had no character and lacked a unique brand voice to distinguish itself from competing generic supermarket baking brand.
The rebrand introduced a brand mascot enabling the brand to expand brand presence from the shelf
