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19 Bay

Strategy that’s rooted in the stuff of life unlocks potential for brands, businesses and people.

The 
Challenge

The
Reframe

The
Approach

The
Impact

We partnered with a budding patisserie brand to find an authentic foothold in a competitive context where brand identity often boils down to droolworthy photography and food styling. 

Deliciousness can never be a differentiator. The world doesn’t ‘need’ more cake. 


Sometimes the cliches are true - why we make something and what we hope to achieve as a result is the story worth telling. 

Our approach could be described as ‘founder-first.’ Why do they do what they do? And what inspires them to do it?  Two years into a global pandemic, it also made sense to ask questions about the ways in which eating had evolved, and what people are really looking for from food.

A positioning idea that’s equal parts self-expression and ambition. It guides story-telling, content strategy and is also designed to be a creative ‘litmus test’ as the brand grows.