
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.

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.

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.



