Solution

To fine-tune the vison for this new ad series, we began by exploring three high-level messaging themes, one of which would serve as the foundation for the ad’s final design and copy. Informed by our research and analysis of the brand positioning, target audience, and competitive landscape, the client aligned on a theme that targeted customers in the field of commercial baking.

We worked with existing brand guidelines to create a new, modernized look while staying true to the essence of Kubota Brabender. A key step was elevating the chevron motif, one of their distinctive brand assets. Using the concept of complex modularity as inspiration, we styled and paired the chevron with ingredients like grains and seeds to communicate ideas of precision, accuracy, and repeatable processes — all important qualities in commercial baking.

Throughout the ad’s development, we collaborated with Kubota Brabender’s internal stakeholders to ensure seamless iteration of themes, designs, and copy.

The final ads ran in an industry magazine called Commercial Baking, both online and in print. Developed with scalability in mind, the creative can be replicated by the brand to target different industries or repurposed to support new marketing initiatives.