Originally, known as Aaron's, the brand held no appeal to mom's and kids. To create a brand that moms would feel comfortable to invite into their kitchen, we worked around the proverbial grandma, who captures the hearts of everyone with her exceptional pastries.

Developing an identity that would feel kid-friendly and trustworthy was a challenge we took up with appetite. With the ultimate balance of fun and neutral tones, Helvetica and handwritten typeface, pictures and illustrations, a happy medium evolved.

The brand's kosher bake kits have only been out for several months, expanding and growing steadily. Now Bubby Bailee is warmly welcomed into the homes of thousands of children worldwide- with their mom's eager permission!