Case Study #4
BāKIT BOX is a baking kit delivery service featuring recipes from cultures around the world.
Your Baking Passport
The Challenge
BāKIT Box was in the infancy stage of their product launch. The founders, two exceptional University of Chicago Booth School of Business MBA graduates who are passionate about food and cultural exposure, sought help in positioning their brand.
BāKIT Box was at a critical junction in growth and couldn’t afford to get lost in a myriad of other baking kit delivery box services. The biggest challenge was to take all their dynamic ideas and focus their story, service, and products.
They came to Spotlight Monkey to help focus their brand identity and develop a messaging framework.
The Approach
An in-depth competitive analysis revealed there were several baking kits on the market with specific identities catering to kids, advanced bakers, those seeking Instagram-worthy bakes, and more. Spotlight Monkey worked with the BāKIT Box founders to identify their niche’ which they settled on as sweet and savory desserts from around the world.
Work with the BāKIT Box founders included:
Narrowing their target market. The founders opted to keep their audience wide: Single millennials and families.
Bringing a sense of adventure to the brand’s personality.
Developing a way to form a community of bakers through website engagement and social media to create an ongoing experience that they incorporate into their lives.
Key into millennials’ desire to actively make the world a better place.
The Impact
Their new brand identity immediately resonated with customers and potential investors. The founders received extremely positive feedback at trade shows and pitches drawing interest in the “Your Baking Passport” tagline and the concept “Your bakation starts here” taking customers on an ongoing cultural adventure.
Since working with Spotlight Monkey, the founders had an organizational restructure within the company. The remaining founder decided to narrow the target market even further to families, which has been an exciting 180 degree branding paradigm shift.
The Feedback
“Working with Joan (Spotlight Monkey) really helped us hone in on our product’s true value proposition and emotional connection the founders have to the brand. Joan challenged both my partner and I on why we felt our product was important to launch and how we wanted to make customers feel.
Joan also helped us come up with a fun branding theme of "Travelling the world with BaKIT Box" and the concept of a baking passport which drew more excitement around the brand identity.”
Shelley Gupta, Founder of BāKIT Box
BāKIT BOX’s brand story
Narrative theme
As minorities, cultural awareness was crucial to the founders so Spotlight Monkey used that as the basis for the company’s narrative, positioning them as a socially conscious brand.
BāKIT Box's story concept is that exposure to other cultures fosters awareness and connection which contributes to tolerance for different cultures. BāKIT Box’s kits are a way to experience fun, cultural adventures from your own kitchen. You don’t even need to pack! BāKIT Box provides all the ingredients and delivers them to your door.
Given that their targeted millennial audience crave ways to demonstrate inclusiveness and diversity, BāKIT Box, addressing a hot topic at the time, presents an actual activity for them to expand their cultural awareness. Subscribers can showcase their bakes on social media and feel like they’re “baking the talk.”
This theme also appeals to parents' desire to feel like good parents, having enlightened their children through exposure to different cultures.
Website copy
Tagline: Your Baking Passport
One-liner: Delivering delicious global baking adventures to help you discover culturally diverse treats and make room for everyone at the dessert table.
Call to action: Your bākation starts here!
Mission statement
Our mission is to support our customers' globally conscious journey by providing culturally expansive baking adventures.
Our vision is to help bake the world a more genuinely caring place.
Spotlight Monkey encouraged the founders to create passports as their recipe cards featuring stories and facts about the dessert's culture. This is an educational component so users can share the information and kids can learn something new while having fun.
SM played with the idea of giving customers virtual stamps to show where they've baked and suggested the passport as a branding icon for packaging, marketing, and website. To increase anticipation, a tease about each potential destination was suggested to be featured on the website and social media under the bake options for that month.
SM also encouraged the founders to align with a charity that focuses on inclusivity and diversity.
Addtional copy
Globally themed baking kits packed with everything you need for an easy, fun-filled baking adventure.
We pack everything needed for your next bakation! A new kit arrives at your doorstep each month.
Become a member of our global baking club!
Get your passport to a new cultural baking destination each month.
Our story
Simply baking global connections
Hi! We’re best friends who were inspired to create BāKIT Box after an internet cake recipe caused a pre-party baking disaster. We wanted to find a fun, simple, and failsafe way to prevent anyone from having to endure an expensive, time-wasting, stressful baking ordeal ending in tears. However, we wanted to create more than just a failsafe, easy baking kit.
Being minorities with deeply rooted cultural upbringings, actively engaging with the world is important to us. Our traditions taught us that food is an exciting way to create cultural awareness and connection which ultimately fosters tolerance.
So, when creating BāKIT Box, we decided to feature culturally themed kits so you can transform your baking experience into a fun, educational, and meaningful adventure that comes to life in your kitchen.
We’re super excited and honored to be a part of your globally conscious journey. We love hearing about everyone’s BāKIT Box adventures so please share photos and stories and let us know if there's a destination you'd like to explore. We'd love to help bake you there!