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.