Bakels
Bakels Edible Oils.We’re in this for good.
Background
Bakels Edible Oils (BEO) may not be a name you’ve come across before, but chances are you’ll have experienced their ingredients. That’s because this innovative Kiwi company has been providing ingredients to some of New Zealand’s most progressive brands for over 30 years. Brands like Fonterra, for example, who trust BEO with their infant formula all the way through to Cookietime cookies, Trilogy oils, and many more. But with a new vision and business strategy, they felt it was time to enhance their brand and tell their story.
The challenge
The business has experienced continued development and with a new Managing Director and executive team they wanted to signal to the market a fresh, new and exciting chapter in the business' growth story.
“It's been an incredible journey working with Russ and his team on our brand strategy, our internal launch and the powerful new visual identity.
Russ really got us and spent days interviewing our team. What surprised me is that ‘We’re In This For Good’ really captured how our people feel. Our people genuinely care about each other and about looking after our customers. It’s who we are, and Russ, somehow, managed to capture that and it really resonated with the team.
D&Co brought our business to life in a way I didn't think possible and we are looking forward to continuing our exciting journey with them.”
— Antony Moess, Managing Director at Bakels Edible Oils (NZ) Ltd
“I felt a deep responsibility to Mark who built the business over the past 30 years, to Ant who is paving the way for the next 30 and to the amazing people that are the lifeblood of the business as Bakels Edible Oils continues to grow, to innovate, and to serve some of New Zealand’s most progressive brands.”
— Russell Douglas, Founder & Principal Strategist, D&Co
A fresh new Bakels Edible Oils
Our solution
Working alongside the BEO team, we helped create a refreshed brand strategy and brand story and a new visual identity which could reflect the incredible passion, integrity and family spirit of the people at BEO.
The brand strategy is designed from within, literally ‘by the team, for the team’. That’s why we spent days interviewing staff from all areas of the business to truly understand how the business ticks, and why so many individuals have chosen to stay for 10, 15, 20 and even 25 years plus. We delved into their culture, the dedication to each other, and spoke to their customers to analyse their levels of service. We then explored their future ambition of the business and defined a clear path for the team to follow.
It’s been incredibly rewarding to see the whole business embrace the new brand and start to live it in their day to day.
The powerful brand story really sums it all up
From a truly extraordinary country comes one of the most trusted makers of edible oils and fats in the world. From our New Zealand base, Bakels Edible Oils helps businesses reach millions of customers around the world with their food creations.
Inspired by decades of experience and rigorous scientific expertise, we bring genuine passion, proactive responsiveness, and can-do reliability – in ways that work for you.
Backed by the best forward-thinking customer care in the business, and a total commitment to safety – Bakels Edible Oils is simply better. For people, planet and the future.
Bakels Edible Oils NZ.
We’re in this for good.
It’s early days
The brand has been launched internally with positive feedback across the board. We’re now working on the external expression over the coming months (so watch this space!)
Deliverables:
Brand strategy. Brand story. Identity development. Brand activations. Vehicle livery. Brand photography. Website architecture, design and development. Spacial design.
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