Since 1987, Bake With Yen (BWY) has been a trusted name for baking enthusiasts in Malaysia, supplying ingredients, premixes, tools, and accessories through ninety stores nationwide. The COVID-19 lockdowns sparked a surge in home baking, revealing limitations in BWY’s corporate identity, e-commerce presence, and portfolio architecture. The brand needed a refresh to support rapid growth, manage an increasingly diverse product range, and reinforce its position as the go-to baking companion.
We began with stakeholder interviews and regional benchmarking to uncover insights and refine BWY’s positioning. A new Brand Purpose emerged: “To help every baker bring delight to their family, friends and customers with quality ingredients, tools and inspirations.” The visual identity celebrates the craftsmanship and flair of successful bakers, applied consistently across corporate collateral, retail environments, digital platforms, and private-label packaging, including butter, milk, and chocolate lines.
Launched in Q4 2022, the refreshed brand has accelerated retail expansion and driven double-digit growth in e-commerce. Streamlined portfolio architecture has simplified inventory management and enabled effortless expansion across value and mass-premium categories. Meanwhile, the new packaging supports aggressive SKU extension and new product launches, ensuring BWY remains Malaysia’s preferred companion for bakers of all skill levels.