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Rebranding Baker Cheese for a Century of Excellence

Baker Cheese is a family-owned Wisconsin company, founded in 1916, known for pioneering and producing award-winning, all-natural mozzarella string cheese.
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The Problem

As Baker Cheese approached its 100th anniversary, the company was thriving, expanding its product offerings, entering new markets, and continuing to innovate. Yet, despite this momentum, the Baker family recognized a disconnect: their branding, website, and sales materials no longer reflected the forward-thinking spirit and modern capabilities driving the business forward.

Baker was looking for a way to recreate a bold, updated brand identity that honored their quality, community, and family roots, that would also:

  • Celebrate their century-long legacy
  • Reflect their state-of-the-art manufacturing and progressive mindset
  • Engage new audiences without losing the trust of long-standing customers and loyal employees
Having partnered with Stream Creative on previous marketing initiatives, the Baker team knew this was the perfect opportunity to collaborate again—taking on a challenge that required both strategic thinking and respect for their legacy.
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STREAM CREATIVE SOLUTION

Stream Creative partnered closely with the Baker Cheese marketing team, guiding them through our proprietary HEX Assessment. This strategic branding framework allowed us to:

  • Clarify Baker Cheese’s internal brand voice and customer perspective
  • Identify the company’s core values and goals for the rebrand
  • Establish brand consistency across all brand touchpoints

Armed with the above insights, we crafted a comprehensive rebranding plan that included the following elements:

  • Brand Identity Refresh: Introduced a modernized logo with vibrant colors, typography, and imagery, which honored Baker Cheese’s legacy while signaling innovation and energy.
  • 100th Anniversary Campaign: Designed celebratory graphics, event signage, and a commemorative legacy book to honor the past and inspire future generations.
  • Website Redesign: Launched a mobile-friendly, visually engaging website that brought Baker Cheese’s unique history, handcrafted process, products, and people to life through educational content and compelling storytelling.
  • Sales and Marketing Collateral: Created fresh sell sheets and trade ads, as well as branded apparel and gifts like t-shirts, hats, coffee mugs, and more.
  • Kid-Friendly Packaging: Created playful packaging featuring custom mascot characters to make it more fun for kids and families and breathe new energy into the brand.
  • Employee Engagement: Rolled out Internal branding initiatives, including employee appreciation campaigns, that reinforced Baker Cheese’s commitment to its team.

Brand Design Across the Cheese Board

With the help of the Stream Creative team, Baker Cheese was able to rebrand itself as a forward-thinking leader in the cheese industry, one that embraced innovation while staying true to its foundational values of family, quality, and community.

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The Result? 

With a refreshed brand presence, Baker Cheese expanded its appeal to both new consumer markets and global buyers looking for a trusted, modern partner. This elevated market position caught the attention of Sargento Foods.

In 2022, Baker Cheese was acquired by Sargento, a move that validated the strength of the brand and its growth trajectory. The acquisition brought together two family-owned companies with shared values and complementary strengths, enabling them to better serve local, national, and international markets while upholding their commitment to excellence.

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Your Next Chapter Starts
with a Strong Brand

Baker Cheese is proof that a legacy brand can grow without losing its roots. With a refreshed brand identity and strategy, the company entered its next century stronger than ever, honoring its family heritage while embracing new opportunities in a competitive market.

Looking to evolve your brand without losing what makes it special? Let’s create something that moves your business forward and stays true to who you are.

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