Vaasan Leipämö is the in-store bakery of Vaasan. Although the look and feel of the bakery and the product offering were in order something was still needed to allure the busy shoppers to the bakery. Thus, we began the process of creating a brand story and a distinctive slogan.
For starters, we defined the raw ingredients for the value proposition: Finnish baking traditions, international flavors, freshness & quality from a local bakery, and quality, responsibly-made products. These ingredients were baked into a touching brand story and messaging.
The world conquest of a cinnamon roll
Home of Good
Our hands in the dough, we knead a tone-of-voice that would convince even the pickiest consumers to try Vaasan Leipämö products. As a cherry on top, we summarised the brand work into a heart-warming message: Hyvän koti (Home of Good).