Flaky Tart bakery branding strategy

Jane Lyons: copywriter & creative

Marco Morales: strategy & creative

This Bondi Beach bakery had a lot going for it, but in order to grow its reputation
and gain more customers, it needed to refine its message.
Its owners had a lot of sass (hence the name of the bakery, Flaky Tart), the food
was traditional, gourmet and healthy, the context of Bondi gave it an
unmistakable Australian flavour and the shop(s) had a growing 50s feel in the
colours and decorations.
So which element was going to drive the brand?

Every other bakery in the area could claim the Bondi connection, and every
bakery in the world will boast about the taste of their pies and tarts. The 50s feel
did not give any clues about what the bakery stood for either.
So, the clear choice was to bring out the fun attitude behind the bakery and build
the brand around the idea that food is fun, and everybody can join in.

We delivered a Brand Strategy document outlining the tagline, approach, the

brand personality and positioning statement of the bakery, which would help
shape the design, communications and customer experience: all done with a
sparkle in the eye and a sassy grin. Because lifes too short for serious.