Craft House Bakery

The Opportunity

West Palm Beach-based Intercoastal Brands is a successful company in the consumer packaged goods business. From nuts and popcorn to auto oil, the company has found success by launching products that offer a convenient, grab-and-go solution for busy travelers.

Our team was tapped to develop and launch a new line for Intercoastal Brands: Craft House Bakery. Based in Brooklyn, New York, Craft House Bakery’s flagship product is handcrafted babka by the slice — the first of its kind sold in U.S. convenience stores.

The Realization

We were tasked with communicating the Craft House Bakery’s fresh-from-the-oven quality to drive sales in a highly competitive product class. To start, we developed the brand identity and packaging design, which resulted in a visual concept that stands out to consumers and highlights the handcrafted quality of each product in the brand’s portfolio.

The logo’s font looks textured and hand-drawn; it was paired with packaging that contrasted the handwritten look with a clean, minimal design boasting large color fields and diagonals. The end result was a product that appeals to lovers of babka and those new to the tasty treat.

The next step was to market the Craft House Bakery experience to discerning snackers around the nation through a holistic shopper marketing campaign to drive interest, conversion, and repeat business.

Craft House Bakery’s babka activations on QVC have resulted in expanded brand awareness and trial across the U.S.

The Results

We launched and managed a comprehensive campaign that included social media marketing on Facebook Instagram, and Pinterest; in-store marketing support; and QVC activations. As a result, the brand has experienced strong triple-digit growth for two consecutive years.



Star rating from QVC customers


Growth in Facebook fans over a five-month period


Average number of Pinterest views each month


Revenue growth during two-year period