Visual System Development
Visual Identity
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Go-to-Market Collateral
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King’s Pastry, a renowned artisanal dessert company, sought to revitalize its brand to better align with its new strategic mission and appeal to a broader consumer market.
Jacknife was tasked with creating a fresh, compelling premium brand identity that would resonate with both B2B stakeholders and a new retail consumer audience, effectively bridging the gap between traditional and contemporary appeal.
Founded in 1996 by three immigrants from Hong Kong, King’s Pastry has grown from a small family business into a team of over two hundred. Their products are featured across North America in major retailers such as Costco, Meijer, Metro, Publix, Sobeys, and Walmart.
Despite its success, King’s Pastry recognized that its branding had become outdated and sought a refresh to better appeal to its retail shopper audience. They also aimed to establish a clear distinction between their corporate and consumer-facing brands.
Impressed by our innovative and compelling work in similar categories, particularly with Ace Bakery, King’s Pastry turned to Jacknife for their rebranding needs.
The main challenge was to refresh King’s Pastry’s branding to establish a new consumer-facing look and feel without alienating their highly successful B2B food service and retail partners, ultimately elevating their brand perception across both markets.
We began with an immersive visit to King’s Pastry to grasp the essence of their story and witness their baking process firsthand. This allowed us to deeply understand the brand’s heritage and the meticulous craftsmanship behind its products.
Our next step was a comprehensive analysis of the competitive landscape, which revealed which branding strategies were successful in the market and pinpointed what resonated with the King’s Pastry team.
King’s Pastry emphasized that their products are scratch-made, drawn from international flavours, and that they are family-owned. We leveraged these unique qualities to create the new King’s Pastry tagline, “Baking Sweet Memories.”
Inspired by our tour of the factory and the heartwarming family behind King’s Pastry, we crafted a colour palette reflecting key ingredients used in their products. The visual system incorporates organic linework that mimics the natural movement of chocolate drizzle embellishing the baked goods.
The core brand colours, royal purple and bold orange, are complemented by pastel purple and cream, which serve as light background elements that allow the primary colours to truly pop. Rich purple and egg yellow complete the palette, adding depth and warmth.
The King’s Pastry drizzle graphic element is designed with organic linework, echoing the care and craftmanship infused in every product.
The photography for King’s Pastry exudes warmth and high quality, capturing the enticing appeal of their products. Our goal was to showcase the deliciousness of each confection while creating a sense of being there, savouring the moment. Neutral props and surfaces were carefully chosen to complement and highlight the beauty of the desserts.
Despite a tight project timeline, the collaborative spirit and trust between our team and King’s Pastry enabled us to successfully develop the new brand identity, conduct a photo shoot, and launch a revamped website, all within the set timeframe.
King’s Pastry debuted the new branding at the International Dairy Deli Bakery Association (IDDBA) trade show, receiving overwhelmingly positive feedback. The refreshed brand identity met all client expectations, effectively representing their commitment to high-quality, delicious desserts.
