Problem: Bruegger's was a regional bagel bakery with a good product and following. But they wanted to expand and needed to build awareness in the market to do so.

Solution: We created a unique voice and personality for the bakery - witty, irreverent, playful - to appeal to their upscale demographic target. We fleshed out the personality with signature baker characters, which were applied to every communication vehicle: point-of-sale, packaging, giveaways, ads, direct mail, even truck graphics. We also branded various products from beverages to sandwiches. Within five years, the client became a national chain, dominating their market segment.