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Kick Makes DIY Modern and Approachable in Bakery Craft Rebrand



Kick Makes DIY Modern and Approachable in Bakery Craft Rebrand

Minneapolis based Kick branding + design agency gave cake decorating brand, Bakery Crafts, a celebratory DIY uplift with its recent rebrand and new packaging. Kick’s new brand identity leans in on the customizability and hand-wrought touches you can achieve with Bakery Crafts products. The new identity and packaging designs are modern, approachable and personal — which is always on-trend!

Bakery Crafts is a line of innovative and creative products to personalize and dial-up the celebratory nature of your baked goods, whether you make your own cake, buy cupcakes or deli sandwiches from the bakery. Every occasion can be more festive and customized with a cake accent by Bakery Crafts. Products range from multiple candle styles and cake toppers to candle holders and are sold through commercial and retail bakeries at the bakery counter. Bakery Crafts is a brand by DecoPac, Inc. out of Anoka, MN.

“Bakery Crafts is all about adding a personal touch. That DIY add-on to make it any occasion special and truly yours. For the rebrand, we leveraged a handwritten font and a pattern of celebratory accents that are proprietary to the new Bakery Crafts brand. We applied it to the packaging to showcase the product inside — the true star of the show,” says Creative Director and Kick co-founder, Stefan Hartung. “A bold, navy billboard catches the customer’s attention, while a window displays the product inside — allowing shoppers to easily imagine how they could personalize their occasion to make it more special.”

The new Bakery Crafts identity communicates the idea that DIY doesn’t have to look novice. The packaging system uses a custom handwritten font, bold colors and organic shapes and patterns in a refined way that highlights the decorating product inside. This creates an appeal to the now broader audience of both professional and at-home bakers. 

“Every day our customers turn occasions into celebrations. Big and small moments become extra special,” says Liz Glover, VP of Design and Development at DecoPac. “Kick delivered a brand identity and packaging system that inspires creativity and a hand-crafted touch for every celebration! We couldn’t be more thrilled.”

Bakery Crafts products will be available soon at select bakery counters and grocers nationwide. 


 About DecoPac, Inc.

DecoPac, Inc. is the world’s largest supplier of cake decorations to professional cake decorators and bakeries everywhere. DecoPac licenses, designs, develops, sources and sells innovative, safe, quality food decorating products, supplies and services to in-store and retail bakeries as well as direct to the consumer. DecoPac brings delight to consumers’ celebrations and increases bakery customers’ sales and profits

 Learn more at  


About Kick

Kick is a Minneapolis-based branding and design agency, delivering badass ideas and innovative experiences for forward-thinking brands — from innovative startups, challenger brands and established Fortune 50 companies. Clients include Becton Dickinson, Born Free pet food, DecoPac, Kings Hawaiian, MD Orthopaedics, Nonin, Oxbow Animal Health and Triple Crown Nutrition. Our expertise spans from brand strategy and identities, to packaging, websites, integrated campaigns and social media, with more than a little of everything in between. 
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