# Whimsical Bakery Bread branding takes on a vintage-inspired, relaxed look. By [Courtney Scharf](https://www.trendhunter.com/Courtney), Chief Client Officer | Published Aug 12, 2016 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/whimsical-bakery ## Key Figures - Trend score: 3.7/10 - Evidence articles: 5 ## What is the Whimsical Bakery trend? **Whimsical Bakery:** Helping bakeries have their products perceived as less processed and more independent, bread packaging is evolving to look more rustic. Using materials like paper (as opposed to plastic) and with whimsical motifs, there's a handmade feel that comes through with this approach to branding, appealing to consumers who appreciate smaller brands. ## At a Glance - Evidence: 5 featured examples - Articles from: Aug 25, 2015 to Feb 19, 2016 - Published: Aug 12, 2016 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Curation](https://www.trendhunter.com/megatrend/curation), [Nostalgia](https://www.trendhunter.com/megatrend/nostalgia), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Themes within the Whimsical Bakery trend ### Rustic Bread Packaging Using materials like paper (as opposed to plastic) and with whimsical motifs, there's a handmade feel that comes through with this approach to branding. ### Playful Illustrations on Deli/ Bakery packaging Playful grocery illustrations and animal hybrids characters are used to promote bakery brand and convey humour and whimsy. ### Minimalist Packaging Brands are repositioning their packaging so that it communicates a lighter experience for audiences concerned about the percentage of carbohydrates in their diet. ## What the Whimsical Bakery trend means for industry ### For Food and Beverage Providing artisanal quality breads, pastries, and custom cakes to a growing market of English-speaking consumers. ### For Graphic Design Creating playful, engaging, and often minimalistic brand identities for bakeries and delicatessens through visual designs and packaging. ### For Sustainability Using 100% recyclable paper in bakery branding and packaging, creating an environmentally conscious market for brands who value sustainability. ## Workshop question Considering re-designing (or creating) a brick and mortar location for your brand, what are three things you consider 'must-haves'? ## Trend signals for Whimsical Bakery Trend score 3.7 out of 10, from popularity 37%, activity 66%, freshness 8%. - Popularity: 37% - Activity: 66% - Freshness: 8% ## Examples of the Whimsical Bakery trend 5 featured examples from Aug 25, 2015 to Feb 19, 2016. - [Monogrammed Bakery Branding](https://www.trendhunter.com/trends/polish-bakery): Kromka Polish Bakery's Brand Identity Highlights Vivid Typography (Category: Marketing) Implication: Opportunity for bakeries and other food businesses to differentiate themselves by embracing monogrammed branding. - [Whimsical Bakery Branding](https://www.trendhunter.com/trends/bakery-brand): Oddds' Bread & Biscuit Brand Identity Boasts Conceptual Characters (Category: Marketing) Implication: Incorporating whimsical branding and conceptual characters can disrupt the traditional food and beverage industry by appealing to customers' emotions and creating a memorable expe… - [Doodled Deli Branding](https://www.trendhunter.com/trends/mostowski-delikatesy): Mostowski Delikatesy's Brand Identity Boasts Playful Grocery Illustrations (Category: Marketing) Implication: Bakeries can utilize playful grocery illustrations in their branding to create a unique and engaging image for their products and promotional materials. - [Hot Cross Bun Branding](https://www.trendhunter.com/trends/bun-branding): Davies Bakery in Melbourne Has New Packaging for Its Hot Cross Buns (Category: Lifestyle) Implication: Bakery brands can differentiate themselves and communicate their ideals through fresh-minimalist packaging and repositioning packaging to communicate a lighter experience. - [Newspaper Bread Packaging](https://www.trendhunter.com/trends/newspaper-packaging): L'Amande French Bakery's Newspaper Packaging is Graphic and Sustainable (Category: Marketing) Implication: Innovative packaging solutions for the food industry. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)