Re-branding a brand that you are already so intertwined with is a very tricky task. Buff Bake wanted to pivot from the super energetic/fitness look and feel to a more natural organic vision. The logo was re-designed to eliminate the weight and spoon, and to call out the protein cookies that Buff Bake is most known for. 

 

The packaging design was reduced down to an all-white package with pops of their signature colors. The messaging was brought down, reorganized and the over brand voice was increased. Using more of the packaged to portray Buff Bake’s brand story. All 4 product (5+ flavors of each) were re-designed.

 

All brand assets were also re-imaged including website, emails, merchandise, social media strategy. Re-design a brand that you helped create was not easy, but as you begin to rework you own design you grow so much as a designer. I am happy that all of these products are still available and in the market!