Wolferman’s Bakery’s new look & logo highlight brand’s expertise, variety to appeal to new shoppers

By Elizabeth Crawford

- Last updated on GMT

Source: Wolferman's Bakery
Source: Wolferman's Bakery

Related tags Bakery ecommerce

An updated website filled with images of bright white counters topped with plates of bountiful and varied pastries aim to reposition the iconic specialty foods brand Wolferman’s as a ‘warm and inviting’ online bakery with a broad assortment of goods for ‘breakfast and beyond.’

The crisp photographs, unveiled today, serve as an enticing backdrop for the brand’s new name and logo, which adds ‘Bakery’ front and center to better highlight Wolferman’s Bakery’s expertise and authority in the category, according to Michelle Farabaugh, the chief marketing officer for the brand’s parent company Harry & David.

She explained, “The first thing customers will notice about Wolferman’s Bakery’s fresh new look is the logo, designed with a welcoming typeface and airy graphics to convey the warm and inviting nature of the brand,”​ which “can be felt the moment customers click on the website, open an email, or flip through the catalog, with vibrant product displays, enticing imagery and a friendly tone that invites them into an environment they want to come back to.”

She added the combination of the new name and images of “an incredible array of delicious pastries, desserts and easy entrees”​ are critical to reposition the brand as a “real bakery”​ with a wide assortment of goods that appeal to a broader range of shoppers.

She explained that for more than 100 years Wolferman’s Bakery has been famous for its super-thick English muffins, but now it wants shoppers to know it offers much more to help them “express, connect and celebrate with others every day.”

Indeed, the rebranding was timed to align with the brand’s launch of new seasonal and classic gourmet gifts in preparation for the upcoming holiday season, Farabaugh said.

“It’s the perfect time to introduce this new brand positioning. It also firmly positions Wolferman’s in the mind of consumers for holidays and occasions throughout the year, such as birthday, sympathy and thank you,”​ she said.

Balancing the feel of a brick-and-mortar bakery with the convenience of ecommerce

While the redesign seeks to recreate online the experience of walking into a brick and mortar bakery, it also plays up the added convenience of the ecommerce platform compared to a physical retail store with the new tagline – “Always Open, Always Good.”

The tagline reinforces “the message that customers have 24/7 access to the same fresh taste and quality premium bakery products they’d find in a local bakery, with the convenience of at-home delivery,”​ Farabaugh explained.

She added: “One of the best things about being an online bakery is that we’re able to meet shoppers whenever and wherever they want; whether they’re at the office or on-the-go, customers can quickly and easily access a full assortment of bakery favorites and gourmet gifts for any craving or occasion, all with just a few clicks of the mouse.”

Farabaugh also acknowledged that consumers’ approach to online shopping for food and beverages is evolving quickly, and as a frontrunner in the ecommerce grocery space, she said the Wolferman’s Bakery is “committed to staying at the forefront of technological advancements that impact the way … customers connect with the brand; being early-adopters and continuously listening and learning.”

She also notes that some aspects of online grocery shopping are no different than in brick-and-mortar stores, such as customers wanting “friendly, efficient and reliable service.”

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