I created this concept in response to our rebrand, playing on humor to spice the tagline like an inside joke. I wanted to signal that even with growth, Taos Bakes would never take ourselves too seriously. And, both of our founders are ski bums, so why not poke a little fun at the stereotype? 

Our audience loved it, and “Get Baked” became part of the common language. After seeing the response, I pulled the phrase into all digital channels and a newly-minted brand guide. 

Get baked every week—who’s stopping you?

You called. We answered. Subscriptions are here and you can save 50% on your first order.

Get Baked every week—right from your doorstep.We’re so confident these Bakes will become a coveted part of your routine, that you can unsubscribe any time.

What do you have to lose? [besides fresh coconut flakes, fair trade chocolate, and organic cinnamon?😏]

process:

The first phase was to solidify the concept and write the brand guide. And of course, bolster the product pages with scrumptious new copy.

From there, I acted as creative director on a digital ads campaign and landing pages redesign. I led a team of 6 freelancers (from writers to designers to photographers) over the finish line. Finally, to round out the project, I trained the CX team in brand tone for chatting with customers.

deliverables:

Digital Campaign

Product & Subscription Copy

Landing Pages

Verbal Brand Guide

RESULTs:

Increased Conversion from 0.6% to 2.5%, through a combo of digital and social ads, landing pages, and product edits.

Our audience got in on the new brand voice, tagging #GetBaked on social media. And “Get Baked” became part of the common language for employees. We avoided both lawsuits and disgruntled comments. Win win.

“I really enjoy working with a team that’s motivated. Everyone here recognizes we’re creating a delicious product made of the best ingredients, and we’re proud of what we do. Plus, I can get baked every day. ;)”

—Tracy Chancellor, Operations + Customer Experience

#GetBaked