Some stories are just born to be told.

The background

This ain’t no ordinary baker. This is a baker’s son who branched out on his own, taking with him generations of experience in creating the tastiest burek in Sydney. With ambitious plans to combine the craft of old with new on-trend taste - and establish a food empire - this baker needed some strategic thinking about how to position his brand and his messaging.

The challenge

The brand is a juxtaposition of old-school values with new-school thinking. The balance in tone of voice had to connect with millennials, and the story of intergenerational devotion to the craft of baking had to be told with careful consideration.

• Tone of voice

• Brand storytelling

• Copywriting - website, social and packaging

The result

Working hand-in-hand with Korolos&Friends, the brand is now equipped with a compelling story, an articulated food philosophy and a unique tone of voice that is equal parts sensitivity and sass.

Son of a Baker has since opened its flagship restaurant and bakery in Sans Souci, and is rolling out outlets in Westfields across Sydney.

“Brooke has an ability to absolutely immerse herself in understanding the brand, concept and audience.”

Korolos Ibrahim, Korolos&Friends