Phoebe’s Bakery

Retail Store Design & Rebranding

A whimsical bakery reimagines its brand and retail experience, driving a 112% increase in revenue, 12% growth in brand awareness, and community excitement.

Nestled in the heart of Chicago’s bustling Lakeview neighborhood is a bakery serving a rotating menu of delectable handcrafted confections.

From its small beginnings, Phoebe’s began as a specialty cupcake and cake shop with little to no seating. After several years in business, it found itself quickly outpaced by demand. With the selection of a new retail storefront just around the corner and a plan to expand their product offering beyond cupcakes, they needed help to re-position their brand and extend it across all their touchpoints: signage, interior design and decor, branded packaging, marketing, and website.

Photography
Audrey Nilsen Studios

In the retail store design and rebranding project for a bakery, I led the transformation of the bakery's brand and physical space, serving as the primary driving force behind all branding, marketing strategy, and creative direction efforts. My role was comprehensive, beginning with the development of a fresh, appealing brand identity that authentically represented the bakery. I crafted a robust marketing strategy to increase awareness and customer engagement while effectively positioning the bakery in a competitive market. This strategy involved creating compelling messaging and value propositions that resonated with our target audience.
In addition, I oversaw the interior and exterior store design, ensuring that the physical space echoed the new brand identity and provided an enticing and memorable customer experience. This required close collaboration with architects, interior designers, and construction teams to bring the vision to life.
Further, I guided the creative direction of all marketing and promotional materials, ensuring a cohesive visual identity across all touchpoints. Through these efforts, I played an instrumental role in reimagining the bakery's brand and retail presence, elevating customer perception, and fostering stronger connections with the community.