Bakes by Lo Rebrand
Bakery Branding and Custom Logo Design Case Study
Bakes by Lo isn't just a bakery. She's a Columbus institution — the kind of small business that people line up for, gift to people they love, and talk about like it's a secret they're proud to share. When Laura came to Jackie, she had built something genuinely beloved. She just needed her brand to finally reflect it.
The original brand had earned real loyalty — but it had been built for a custom order business, not a storefront. It leaned on visual trends that had done their job but were starting to date. And as Lo stepped into a physical space — one built around the ritual of baking, family recipes, and seasonal celebration — the brand didn't quite tell that story yet.
There was also something more personal at stake: Laura had poured her whole self into this business, and any change needed to feel like a continuation of that, not a departure from it.
The goal was to:
Elevate the brand to match a storefront experience
Create cohesion across packaging, signage, and digital presence
Preserve the emotional connection customers already had
Make space for more creative and seasonal baking rooted in family recipes
At its core, Bakes by Lo was never just about decorated cookies.
It was about how people feel when they give, receive, and share something handmade.
From family recipes to small-batch baking, the heart of the brand lived in:
nostalgia
artistry
kindness
connection
The brand didn’t need to reinvent itself—it needed to return to its roots, more intentionally.
The Result
A brand that feels like a natural next chapter.
More elevated • More intentional • Still deeply personal
Laura walked away with a complete brand identity built around the heart of what she'd always been doing — just finally expressed the way it deserved to be. A refined logo suite. Packaging that feels as considered as what's inside it. A visual system cohesive enough to carry across her storefront, her social presence, and every seasonal drop she puts out. A brand her customers recognize instantly — and fall a little more in love with every time they see it.
“Jackie made me love my logo and branding again!
She took her time getting to know me and my business, what I wanted to convey to my customers, and ended up creating the most thoughtful, beautiful, and timeless set of brand guidelines and logos for me. I've never been truly proud of my brand but now I am so excited to share what she's created!”
–Laura Young, Owner & Chief Cookie Artist