Brand strategy and refresh for baking company

Bosch Baking has been family-owned (first in Europe, now in California) for four generations. They have a great reputation for top-notch baked goods delivered consistently and with exceptional service.

Services Provided: Brand Strategy, Visual and Verbal Identity, Collateral Design, Digital Design

New leadership (family, of course) decided to work with a branding agency to help them communicate the brand’s values and backstory to new and existing accounts and to ultimately help grow the business. After interviewing numerous groups they decided that LESS+MORE would be a perfect fit.

We were tasked with reestablishing the brand’s foundational elements. We ran a Brand Strategy Workshop with the company’s leaders and helped them gain consensus around the brand’s ideals, ultimately helping to articulate the brand assets, position, personality, functional and emotional benefits, messaging pillars, purpose, and essence. One key discovery was how Bosch becomes a valued partner for their clients, helping support success in surprising ways.

The Brand Strategy Workshop gave us the insights needed to develop branding that authentically represents Bosch and meaningfully connects with the audience they most want to reach; the next generation of chefs, restaurant owners, commercial kitchen operators, and large hospitality buyers.

We refreshed the brand identity and key touchpoints including website, delivery truck graphics, apparel, sales materials, and stationery—all designed to help position Bosch intentionally, and highlight the ideals that make them unique.

The resulting work has inspired enthusiasm throughout the organization. In addition to delivering an accurate and refreshed brand identity, our ideas have lead to new initiatives in the organization that are helping both sales and operations to solidify the brand’s ethos with its audiences.

“Everyone is pleased with the creative work LESS+MORE has done. Their professional and responsive team is approachable and accommodating. Customers can put their trust in their collaborative approach.”

JAY SCHOOLER, CEO, Bosch Baking Company

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