Oreo Cookies / Nabisco

Our strategy was to simplify the design and create a more powerful, emotional connection to the brand. We knew what consumers love most about Oreo is the cookie – so we put the spotlight on an activated, iconic cookie in milk. This simple imagery embodies Oreo’s “Milk’s Favorite Cookie” slogan. BAKER’s fresh, new design makes shopping easy, and inspires Mom to never settle for anything less than an authentic Oreo.

Building on the success of the overall Oreo strategy, BAKER has designed themed and retailer-specific packages, such as Spring, Holiday and Halloween Oreos that quickly become perennial consumer favorites.

We are recognized as one of The Best Branding Agencies by DesignRush!


Frozen Potatoes / Alexia

Known for culinary convenience that’s a crinkle cut above, we took great care in serving up a deliciously updated brandmark; pairing it with a dash of editorially styled photography and just a pinch of hand crafted flavor callouts drawing attention to the individual ingredients that make each signature selection shine. The new look is a not only recipe for sucess, but a feast for the eyes in your grocer’s local freezer section as well.


Moeller / Archbishop Moeller High School

Remarkable is not easy, and it is not for everyone. However, for over 50 years Moeller High School in Cincinnati has been consistently turning out alumni like Ken Griffey Jr. and John Boehner who are exactly that – remarkable. So when rivals began labelling Moeller as a school just for jocks BAKER helped craft an intelligent response that stayed true to the integrity of their brand: “Education for the whole man; mind, body and spirit within a community of brothers.”

To see how the Men of Moeller reacted to their new brand identity, check out the Moeller Brand Launch video on YouTube.



Rather than riding the trendy wave of hop-heavy, outrageously bitter brews that had been oversaturating the market as of late, Utepils chose to invoke inspiration in old world flavors and time-tested traditions passed down through generations of European brew masters. After all, who else in the world has more consistently proven that great beer and great company are a recipe for beer battered success? Perhaps only the good people of Minnesota and Wisconsin.


With a great name in mind and an even better location, the team at Baker was challenged with conjuring up an exciting new twist on old world traditions. The client was resolute that a modern spin on historically derived design could concoct a classically rooted brewery brand that would masterfully marry the local Bryn Mawr neighborhood with elements of European culture… we wouldn’t have agreed more.

By focussing our efforts on a variety of concepts ranging from direct neighborhood nods to traditional European motifs, the Baker team was able to push each of the distinctly different branding notions into areas that respectfully challenged and delighted our clients beyond their wildest expectations.

The selected design draws its inspiration from the well travelled bike trails that famously wind throughout the local Bryn Mawr neighborhood and artistically combines customized blackletter typography, hand drawn to reflect traditional European craftsmanship.


To maximize shoppability while optimizing the cans ability to stand out on shelf, the design was kept to a minimal simplicity that contrasts nicely with the surrounding noise created by a cacophony of competitors. The simple 2-level shopping experience helps consumers find their beloved copper brand on shelf, then select from their choice of variety identified by a playfully vibrant flavoring system.

After raising $1.2M from investors with the brand identity created by BAKER, the Utepils Investment Group encountered a significant set back in realizing their dream of launching the Bryn Mawr Brewing brand. Due to legal complications the Bryn Mawr name was unfortunately no longer available. The new name – Utepils Brewing – harkened back to the investments groups’ original obsession, the idea of sharing an “Utepils Moment” – a Norwegian tradition of enjoying the first beer of spring outside with friends after a long winter.

Not wanting to throw the baby out with the bathwater, the Baker team set to work strategizing a new path forward. To help clarify and refocus the teams efforts, a new visual positioning board was adopted retaining many of the original influences investors had so admired while incorporating some newer, more quirky design elements that paired well with the new brand concept. Harnessing the original copper coloration as our nucleus, a new identity was forged that maintains emphasis on the old world European traditions in its letterforms, but adds a level of playful nuance in the brands finer details.

Utilizing the same gridwork as the original design chassis, new letterforms were completely redrawn to convey an identical feeling as those created for the previous name. Enhancing the personality of flavor system further, the signifying talisman associated with each distinct flavor was moved to a more marquee position – the top of the branding where they can more proudly carry notable visual weight when distinguishing between a multitude of varieties.

Employing a bold wrought iron black (inspired by classic European architecture) each iconic talisman is designed to simply and memorably portray its respected variety while jestingly injecting a sense of deeper meaning into the brand’s rich story.


Once the packaging was completed, the real fun began. Due to the strength of the new brands consistent equities (copper and wrought iron coloration, hand-crafted blacklettering and a rich array of icons) the Baker team was able and eager to push the boundaries of how far the young Utepils brand could extend.

From signage, to posters, to apparel, Baker developed a cohesive branding system that nimbly adapts to virtually any application without ever losing identity of the core Utepils experience.

For the complete, ever-evolving Utepils experience visit our friends at the Utepils Brewing taproom and enjoy one of their many intoxicating twists on European old world traditions.


We are recognized as one of the Best Beer Branding Agencies by DesignRush!

Get In Touch

Hormel® Black Label® Bacon



Building on the wildly successful packaging Baker had designed for Black Label’s new line of thick cut, naturally hardwood smoked bacon, Hormel was looking to reinvigorate their core offerings with the same meaty authenticity that was already making consumers squeal.


For over 100 years Black Label Bacon had been leading the American bacon industry in quality and product innovation. It was time for the Black Label brand to celebrate that experience – to reflect the company’s pride in heritage, innovation, and craftsmanship that had kept these little piggies flying off the shelf for over a century. Baker explored a range of 3 ways in to telling the storied brand’s epic tale that authentically conveyed the brand experience consumers had come to know and love from this prime purveyor of premium porcine products.



Through a diverse range of design concepts stemming from our Brand.Think platforms, Baker explored a variety of ways to infuse the distinctly Black Label attitude across a broad portfolio of products.

Finding a new home for the Hormel logo within the updated Black Label brandmark made the two previously disparate elements work more succinctly to support one another. Together the two brands can now travel alongside one another as a singular lockup across a vast array of media touchpoints harnessing and amplifying the best attributes from each of the beloved household names. Rich, gritty textures complete the now moodier, harder working, blue collar, Black Label brand experience.



After rounds of testing it was time for the reinvigorated Black Label packaging to finally hit the shelves. Utilizing subtley smoky silvers for base products and glossy metallic golds to distinguish premium offerings, the entire extended line mixes a medley of matte blacks with vibrant colors to highlight the audaciously awesome flavor profiles; ensuring that this little piggy went to market riding high on the hog!

Food Package Design Company

We are recognized as one of the Top Branding Agencies Of 2020 according to DesignRush!


Get In Touch

Sandy Hook Promise

Sandy Hook Promise Pins


When the parents of the victims of Sandy Hook Elementary banded together to form a powerful coalition for social change we were happy to raise our hands and pledge to help make a difference.


Turning tragedy into transformation. To some that may seem like an audacious goal, out of reach in the modern political climate. Yet to those who believe and are willing to lend a hand this dream never seemed more within reach. By harnessing the powerful passion and unequivical emotion, Baker was able to help give the victims a voice by developing a branded social movement with the ability to achieve real, lasting change.

While many options were offered and carefully considered, the final selected logo was chosen for its simplicity and inherent symbolism: A central hand being raised as if to say “I have the answer” or “I pledge to make a difference” is also a nod to the educational classroom where this unthinkable tragedy took place. 26 hands (20 dark green for students, 6 light green for adults) pay tribute to those whose lives were taken and will never be forgotten. Together the hands form a tree, a timeless emblem of both growth and new life taking root.


Many hands, once voice. A fundamental challenge within any branding project is ensuring consistency across multiple mediums, agencies and media outlets – a challenge exponentially compounded when unleashing an identity into the public and asking for socially interactive collaboration. To protect the brands integrity in addition to the logo Baker also created a comprehensive brand guide that could be used to introduce the Sandy Hook Promise brand and prevent unintended misuse as it ventured out into the world.


The end is just the beginning. Following the successful launch of the Sandy Hook Promise in early 2013 Baker has continued to help develop programs and branded communications to help aid the Sandy Hook Promise in the fight against potential gun violence. It is our passionate belief as parents in particular and people in general that we can all make a difference if we just simply choose to raise our hand and speak up for our fellow man.

Start With Hello is an educational program created to bring people together, encouraging communities to bond and look out for one another. The program teaches students how to reach out and include individuals who may be dealing with social isolation, building a culture of inclusion and connectedness within their immediate sphere of influence.

Baker worked hand in hand with the Sandy Hook Promise to develop a unified identity for the Start with Hello program as well as other educational materials needed to engage with students and educators alike. The full range of work included campaign materials, t-shirts, printed guide books for educators and student leaders, powerpoint presentations and brochures all designed to cohesively harness the power of community.

Say Something is an educational awareness program offering people the tools to help recognize the signs of a potential threat (with an emphasis on social media) and encouraging students to take action and speak up when they do notice those signals. Baker helped the Sandy Hook Promise launch this audacious campaign with a bilingual toolkit of printed and online media resources as well as emotionally resonant videos showcasing examples of students being a powerful voice making a significant difference in their communities.


Get In Touch

Wrigley’s 5 Gum

Suspendisse dictum feugiat nisl ut dapibus. Mauris iaculis porttitor posuere. Praesent id metus massa, ut blandit odio. Proin quis tortor orci. Etiam at risus et justo dignissim congue. Donec congue lacinia dui, a porttitor lectus condimentum laoreet.

Read more


Cheerios Cereal / General Mills

By unifying all brand marks, product positioning and placement, and key news areas on the package, consumers were led to have a richer brand experience. Through this strategic and thoughtful redesign, BAKER created the opportunity for a Cheerios brand destination at shelf.

We have been named one of the Best Graphic Design Companies by DesignRush!

Bauer Hockey

Bauer wanted to Mauris iaculis porttitor posuere. Praesent id metus massa, ut blandit odio. Proin quis tortor orci. Etiam at risus et justo dignissim congue.

Read more

Nature’s Own

For over a decade the good people at Flower’s Foods have been trusting BAKER with everything the Nature’s Own brand kneads. So when it came time for America’s favorite soft variety bread to refresh their packaging and look like the leader they are, we were happy to rise to the challenge.

Read more

We’d Love To Hear From You.

Contact Us