During the pandemic, Dan Koester achieved amazing success making impressive baked goods out of his own kitchen and advertising them through an organically-grown Instagram following.

But Dan ran into a problem. In his words, “For boring legal reasons, we had to retire “Dan the Baker.” Apparently, this country isn't big enough for two Dans who happen to be bakers.”

Enter Bad Butter. Dan came to us with this provocative name already locked in. We partnered with him to develop a brand identity for his newly renamed enterprise that reflected his commitment to excellence, his no-nonsense approach, and something that felt true to who he is, with a dash of Chicago industrial aesthetic thrown in for good measure.


CLIENT
Bad Butter

SERVICES
Branding, Messaging, Packaging

WEBSITE
badbutterchicago.com

We developed a brand that would be fun without being goofy and bold without overshadowing the incredible artistry of his baked goods.

We also developed a few ideas for how to manage the transition—crossing out his old name and logo or using a stamp to reuse his old business cards—incorporating the marker element that adds levity, grit, and a personal touch to an otherwise spartan brand.

The “stick of butter” signage concept didn’t make it out of the first round of revisions, but we thought it was too fun not to show off.

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