When a beloved bakery expanded, so did its brand strategy

We helped Honey & Rye, a popular woman-owned bakery in St. Louis Park, develop a new overarching brand after they purchased a nearby building that would allow them to expand their operational capacity greatly.

flexibility and opportunity for growth as the company expands

Field Guide led a rigorous discovery process to inform the creation of a dynamic "sister" brand called Bakehouse. This new brand pays homage to the original Honey & Rye Bakehouse, while providing flexibility and opportunity for growth as the company expands into wholesale markets, offers classes, and more. Given the proximity of the two businesses— less than a block apart— we ensured that the brands complemented each other while retaining their unique personalities. Our team developed the brand name, tagline, and set of mission, vision, and values, maintaining a cohesive identity for both locations. Next, we developed brand language guidelines and a comprehensive social media content strategy, including all necessary copywriting. Utilizing this new strategy, we collaborated with the Honey & Rye team to create an engaging new website that reflects the updated brand. Additionally, we handled media relations for the grand opening, and we continue to support the team with holiday and special event promotions.

The Outcome

an overarching brand that supports the company's sustained growth

The new Bakehouse brand seamlessly integrated with the original Honey & Rye identity, effectively serving as an overarching brand that supports the company's sustained growth. Our strategic media outreach garnered significant attention, resulting in widespread coverage across print, online, and broadcast platforms. The refreshed identity not only attracted new customers but also solidified the bakery's presence in the community, establishing both locations as go-to spots for delicious treats and fun events.

When we started embarking on developing a new brand after nearly 10 years in business as Honey & Rye, Mary & team were instrumental. From the very beginning of brand development - whiteboard naming sessions, developing our voice & personality, reining us in when we got in the weeds - to website copy, a brand guide, all the way through to media strategy as we prepared to open our doors. Field Guide was with us at every step, an invaluable resource & cheerleader. They adapted as our needs changed & continue to do so. Being a part of the Field Guide family means they believe in your brand, including the people & vision behind it. The impact has been greater awareness in the community and the press and has allowed us to more easily share the exciting things we are doing to a wider audience.
Anne Andrus, owner, Honey & Rye and Bakehouse

bakehouse in the news→