Crafted to Crave

Revolutionizing the Bakery Set

Chuckanut Bay Foods is a small regional Bakery company located in Blane, Washington that has struggled to become a truly national brand.
Trade insights portrayed a stagnant product category dominated by low prices and the slow march towards commoditization. Consumer insight work revealed a potential newer, younger audience seeking cleaner ingredient decks and authentic baking in smaller formats. Bright saw opportunity for a modern fresh take on flavor with an elevated twist. Chuckanut Bakers was born.
The shift from providence (Chuckanut Bay) to USP (Chuckanut Bakers) in the name was to clearly indicate the product’s authentic recipe. Elevated typography & color palette were paired with unique illustrations of consumers engaging with the product. New product formats - cups, cartons & pouches - were introduced to encourage everyday snacking occasions and engage consumers at multiple categories within the store. In addition to developing all key packaging formats; Bright developed the brand website and provided creative guidance for digital/social engagement summarized in a brand book.
Chuckanut Bay Foods soft launched as Chuckanut Bakers in Q1 2026 and has already garnered interest and commitments with Albertsons and Walmart. The formal brand launch will occur at this year’s IDDBA trade show in May. Stay tuned for more updates.

Project Scope

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Brand Strategy/Vision | Brand Naming | Brand Story/Tagline | Identity Refresh | Packaging Refresh | Brand Extension | Activation | Digital | Website Build | Brand Guidelines

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