Crafting a business-first brand in a saturated market
To help 2tsp compete in the saturated bakery market, we turn its core business philosophy into compelling brand storytelling.
Differentiating in a Saturated Market
The client comes to us with a passion for baking and a clear vision for its new home-based bakery. The business challenge is a familiar one: how to take a great product and transform it into a distinct and memorable brand that can stand out in a highly saturated bakery market.
While most bakeries compete on taste or price, our strategic insight was to compete on brand storytelling. By transforming the founder’s baking philosophy into ownable fables, 2tsp could establish authority, memorability and authenticity in a market where most competitors rely solely on product photos.
Building a Compelling, Multi-Layered Brand
Taking the belief that cakes should be just rightly sweet as our brand purpose, we name the brand 2tsp after the idea that a slice of cake should not have more than two teaspoons of sugar. We then craft the core brand message and bring it to life as “Less is Sweet”. Framing it as a bakery wisdom, we develop it in the style of Aesop’s Fables and create brand content in the form of “Less is Sweet and Other Tales of Wisdom”.
The “Less is Sweet” brand manifesto, crafted in the style of a timeless fable to establish the bakery’s core philosophy.
Strategic Brand Blueprint for Market Entry
The primary deliverable is a comprehensive business-first brand strategy that transforms 2tsp from product concept to market-ready brand identity. This includes:
- Complete brand framework built around the “Less is Sweet” philosophy and brand message.
- Brand storytelling approach using fables format to create ownable content.
- Strategic Instagram roll-out plan based on competitive analysis.
- Content pillar structure for consistent brand expression.
A clear strategic framework is the foundation for compelling creative. The “Story Pillars” (left) define the core content themes, while “Once Upon a Bakery” (right) is a tangible example of bringing one of those pillars to life.
This strategic blueprint provides 2tsp with everything needed to launch confidently in a saturated market, differentiating through story rather than product alone.