Whole Foods Product Line Labeling/Packaging Refresh
By the Way Bakery has had a number of products in Whole Foods, but their in store product line always felt a tad too removed from the official branding. My mission was to unite the bakery store front identity with their Whole Foods exclusive products. A second goal of this rebranding was to refocus and emphasize our gluten free and dairy free badge.

A list of the major changes made in this refresh:

- Replacing miscallaneous product logos with the the official brand logo

- Color matching the labels to make sure they follow brand guidelines

- Dropping "DAIRY FREE" and enlarging "GLUTEN FREE" on our bottom arch text (meant to recenter the largest selling point of the brand)

- Enlarging "BY THE WAY BAKERY" on top arch to increase brand visibility

- Implementing our burst "ALWAYS GLUTEN FREE & DAIRY FREE" badge, meant to call attention to our biggest selling points, act as an alert to a new product, as well as establish brand confidence with use of "ALWAYS" in this now branded slogan

- An overall bolder and more inviting shape

These are five of a now more than fifteen products that wear this new packaging label identity in Whole Foods Stores located across the North Eastern United States of America. 

Secondary Brand Identity
Part of my first tasks when taking over as Creative Director was establishing brand guidelines for future marketing and identity purposes. In the process, I, along with a creative team, found a primary serif and sans serif to be used in all marketing materials for consistency. During this exploration I created the 'btw' and 'Love, btw" secondary logo/branding for By the Way Bakery. This identity has now been used across the board in  merchandising, social media posts, and marketing materials. 

The idea behind 'btw' / 'Love, btw' is to lean into the vintage, good-neighbor aspect of the By the Way brand; meant to serve as a less formal, and warm welcome to our customers and friends. A modern alternative to brands iconic hangtag logo. 

Packaging and Labels

All By the Way packaging must incorporate an OK Kosher certified sticker stating that our product is indeed Pareve. This opportunity lead  to the above sticker designs, which flipped the previously dull, purely utilitarian, labels, and created a riff on the By the Way hangtag logo for uniquely BTW branded warning/informational labels.

All By the Way Bakery locations have been outfitted with a rubber stamper to use on our single-item, sandwich bags. This rubber stamper includes the new 'btw' brand identity, and adds to the vintage revival aesthetic of our branding. 


Love, BTW is a secondary logo and identity for the By the Way brand. It embodies the kind, friendly neighbor pathos of our identity, and can be found in merchandising as well as our Instagram posts all signed "Love, BTW". 

The By the Way Bakery bistro mug is a large signifier of the metamorphosis of the identity. The use of the 'btw' logo on a bistro mug was part of the intentional lean into our vintage revival flare. It also serves as part of the new secondary brand identity.

The "Love, btw" pin.

Social Media Posts
The By the Way social media presence on Instagram is marked by the signature, vintage food photography inspired, solid color backgrounded posts; along with the By the Way hangtag serving as a physical watermark and branding opportunity when reposting runs its course, and the signed "Love, BTW" for the brands voice to come through on every post.
This also includes creating visually intoxicating small scale campaigns for social media to introduce and continue to promote new products. For example, the series below for the Lemon Drop released in June of 2020. 
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