FRESH | FOR PEARLFISHER IT’S A DOUGH BRAINER

PHOENIX AZ. Doughnut Peddler, best known by retailers for delivering fresh treats daily, is now Bakeface. The new name and visual identity, developed by Pearlfisher’s New York studio, is part of an initiative to build a stronger brand promise, to better connect with existing retailers, and to begin cultivating new relationships directly with consumer audiences. The jumping off point for creative was the adoption of a bold and radically different name which serves as the strategic foundation for helping the brand behave louder and prouder about its offerings. In this spirit, the new brand tone of voice and overall look and feel is infused with a modern, playful and irreverent attitude that can stand out on shelf and make reaching for the products a “dough brainer.” From photography and taglines to colors and typeface — including a deep purple at the center of the rebrand — the strategists and designers developed touchpoints to ensure that Bakeface could own and celebrate its baked goods; crafting each detail with the intention of elevating the company’s new value proposition — “Never frozen. Always worth it.” pearlfisher.com/us/