taos bakes — DIGITAL
challenge:
Taos Bakes is your go-to snack whether you’re shredding the trail or in a meeting. The team had just gone through a massive rebrand. We needed a way to connect with audiences, and seed humor from the packaging into the full digital experience.
Concept:
Get Baked. Meet the snack that hooks like a drug.
I created this concept in response to our rebrand, playing on humor to spice the tagline like an inside joke. I wanted to signal that even with growth, Taos Bakes would never take ourselves too seriously. And, both of our founders are ski bums, so why not poke a little fun at the stereotype?
Our audience loved it, and “Get Baked” became part of the common language. After seeing the response, I pulled the phrase into all digital channels and a newly-minted brand guide.
Founders Brooks and Kyle ski bummin’ about a year before they started Taos Bakes.
Get Baked every week—who’s stopping you?
You called. We answered. Subscriptions are here and you can save 50% on your first order.
Get Baked every week—right from your doorstep.
We’re so confident these Bakes will become a coveted part of your routine, that you can unsubscribe any time.
What do you have to lose? [besides fresh coconut flakes, fair trade chocolate, and organic cinnamon? 😏]
creative process:
The first phase was to solidify the concept and write the verbal brand guide. And of course, bolster the product pages.
From there, I acted as creative lead on a landing pages redesign and digital ads campaign. I led a team of 6 freelancers (from writers to designers to photographers) in building new web pages and paid social ads.
Finally, to round out the project, I trained the CX team in brand tone for chatting with customers.
deliverables:
Creative Direction
Landing Pages
Digital + Social Ads
Social Posts
Product Descriptions
Subscription Copy
Verbal Brand Guide
RESULT:
Increased Conversion from 0.6% to 2.5%, through a combo of product edits, landing pages, and digital ads campaign.
Our audience got in on the new brand voice, tagging #GetBaked on social media. And “Get Baked” became part of the common language for employees. We avoided both lawsuits and disgruntled comments. Win win.
Former US Men’s Soccer player is down to #GetBaked.
“I really enjoy working with a team that’s motivated. Everyone here recognizes we’re creating a delicious product made of the best ingredients, and we’re proud of what we do. Plus, I can get baked every day. ;)”
—Tracy Chancellor, Operations + Customer Experience
