Finding ourselves in a unique position, we for once not tasked with growing a channel’s audience, but with reigniting an existing one!

To do this, we felt We Love Baking needed to establish a more recognisable persona than its previous iteration, one which would capture the imagination of its established baking audience.

After creating the mission statement ‘Altogether Better Baking’, we were inspired to fashion a new set of brand guidelines for their Instagram and Facebook channels, developing a persona that could harness a more welcoming and loving place for bakers of all experience levels. Deliberately moving away from the colours and designs of similar communities, this statement then informed our new look and feel for the brand.

Using a homemade, less refined typography and graphic style, we created a new logo and colour scheme that incorporated attractive baking insignia with striking black and yellow tones, helping establish a new era for the community. We then further implemented this through a new tone of voice, inspired by drivetime radio DJs and the mature, witty patter of presenters like Mel & Sue – a voice that reflected the passionate but also relaxed and fun-loving nature of the audience.

With the persona established, we then began creating a series of content posts for Instagram and Facebook designed to attract engagement and reinvigorate the audience – while a focus on video content and the launch of a TikTok channel is helping push the brand forwards.

We’ve even set up a more private Facebook group, giving Tate & Lyle access to their most devoted fans.