SERVICES
Research + Strategy
Branding + Design
Digital Marketing + Content
CHALLENGE
Grandpa Harry’s pies are a favorite in the Los Angeles area. As one of the first Black-owned businesses in Southern California, the team at 27th Street Bakery has been serving up a slice of family history through hand-crafted cakes and pies since the 1950s. Recognizing that, for decades, customers have been coming from far and wide to experience the flavors 27th Street Bakery offers, current owner, Jeanette Bolden-Pickens, enlisted SASSO to find ways to harness the bakery’s popularity and achieve new levels of success.
SOLUTION
Upon hearing the origin story of 27th Street Bakery, we immediately knew there was no other story to tell. SASSO approached the bakery team with an idea for a rebrand - one that was reminiscent and rooted in history - as well as an expansion plan to offer additional sales. With their blessing, we utilized authentic family photographs and other 1950s imagery to create a memorable, nostalgic brand that highlights the journey of the 27th Street family.
When creating the new brand identity, we couldn’t ignore the influence nostalgia has on connecting customers and creating brand loyalty. Both our messaging and design approach tapped into the aspects of a simpler time we can all appreciate. We created several elements that brought this brand and website to life.
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We found and incorporated photos of historical moments with Grandpa Harry and other relatives involved in the bakery to demonstrate the longtime commitment to hand-crafted recipes.
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With a new brand came new opportunities for customers to find their favorite recipe. The increased demand for the bakery’s homemade pies led us to develop packaging for a frozen version that could be purchased at local grocery stores and markets. This plan not only helped increase sales, but also built brand awareness for 27th Street as a whole.
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