CLIENT
Bake With Yen (BWY)
PROJECT
A fresh new brand for Malaysia’s favourite baking companion
DISCIPLINE
Brand Positioning, Brand Architecture, Brand Identity, Brand Packaging, Brand Guidelines
Launched in 1987, Bake With Yen (BWY) is a name that has become synonymous in Malaysia with baking and baking supplies, specialising in the manufacture, supply and distribution and retail of baking ingredients, premixes, accessories and tools, with ninety stores nationwide.
COVID-enforced lockdowns led to further rapid growth in the business, spurred by an explosion of baking hobbyists and a more cost-conscious, home-cooking mindset. This created new growth opportunities for BWY’s retail network, distribution and product line-up, and the brand owners decided that the brand needed to refresh and reorganise to take full advantage of organic and inorganic growth opportunities.
The overall company branding dated, the ecommerce business was under-developed, and the brand and portfolio architecture needed be reviewed to be better handle a growing diversity and quality of products.
Our Discovery stage involved interviews with key internal stakeholders and an extensive analysis of regional competitors and international benchmarks.
This provided the basis for BWY’s refreshed brand positioning, and a newly coined Brand Purpose: To help every baker bring delight to their family, friends and customers with quality ingredients, tools and inspirations.
Building upon the strategy, we developed a new identity for Bake With Yen which while more contemporary, still references the craftsmanship and flair that goes into being a successful baker.
The visual system was then extended across the brand’s corporate collaterals, digital and retail environment and onto BWY’s own-label packaging.
In parallel, we developed the brand propositions for a variety of BWY’s more premium private label ingredient brands, such as butter, milk, chocolate. The refined positioning was then brought to life in new packaging concepts to be rolled out across the range.
The new BWY logo and retail identity was rolled out in Q4 2022 and has marked the start of an accelerated expansion of the retail network. The new brand has also been applied to a refresh of the e-commerce platform, which has seen double-digit growth.
The optimized portfolio architecture has streamlined the business in terms of stock and inventory management and enabled the brand to stretch more effortlessly across value and mass premium product categories.
The new packaging has been applied and rolled out to support aggressive SKU extension and launch activity.
