Woman holding a wooden spoon, stirring a Hill St Bases mix with new branding by Smack Bang.

Hill St Bases

The new standard in bake mixes.

  • Brand Strategy
  • Branding
  • Packaging
  • Campaign Concepts
  • Art Direction
  • Photography
  • Copywriting
  • Marketing Collateral
  • Auckland, New Zealand
  • Awards:

Bases is the most recent addition to Eliana Glover’s baking empire. Off the back of her success with Hill St Wholefoods, Eliana launched Bases to revolutionise a stagnant, antiquated and traditionally conventional category.

Bases takes inspiration from the good ol’ days of baking — the days before hard to pronounce ingredients, endless preservatives and additives, and all that complicated, convoluted nonsense that made bake mix ingredients sound more like science experiments than adventures to the Land of Yum.

Smack Bang worked with the founding team to realise a brand that aims to transform the bake mix category into something that’s both exciting and resonant with the modern baker who has grown tired and uninspired of the spiritless bake mixes available.

2021 AGDA Brand + Identity Finalist

Hill St Bases billboard mockup by Smack Bang of a woman licking mixing spoon with chocolate mix.
Young woman with a cake made from Hill St Bases baking mix and older woman preparing to bake.
Woman's hand holding Hill St Bases mix with new packaging design by Smack Bang.

With an exciting opportunity to branch out from their motherland of NZ, 2021 saw Bases stocked across 400 Australian Woolworths stores. As their creative partners since inception, Smack Bang were tasked with concepting and executing their launch campaign to help establish them in a brand new market.

Our strategic and creative team were tasked with the brief to encourage the Aussie market to take a leap of faith, and try their new and exciting product, directly from the shelves of Aussie Woolworths.

Whilst we knew that a great product wins early adopters, it’s the brand and subsequent campaign creative that wins the mainstream. Our campaign emerged directly from the connotations we all have of the joy of baking — Connecting with loved ones in the delight of comfort food as your tastebuds and tummies sing with pure joy. Our campaign creative captured that moment whilst realising a campaign that acted as a bold invitation to engage with a dynamic, category-shifting brand in a way that was both friendly and vividly exciting.

The result of our strategic approach, coupled with a dynamic photoshoot, copywriting and animation is a bold gesture that has been deployed across a range of different touchpoints to introduce the Bases brand as the brave category challenger that it is. We are honoured to champion this brand, having been a part of its inception, to now being the creative partners heralding its journey into mainstream grocery aisles.

Collage of Hill St Bases baking mixes with new packaging and promo images designed by Smack Bang.
New Hill St Bases packaging design by Smack Bang and bus stop poster advertisement mockup.
Woman's hand holding Hill St Bases Choc Chunk Baking Mix with new packaging design by Smack Bang.

After developing Hill St Wholefoods with Eliana, we were approached to help define the new brand strategy and entire execution so that, as Bases forges this new future, its brand will match its ambition.

The Bases brand is brought to life with minimal yet light-hearted illustrations, bold use of colour and an identity that brings the fun back into home-baking. The final outcome is a lively, organic identity that portrays the adaptability and playful nature of these mixes.

After seeing preliminary packaging designs, New Zealand Woolworths (Count Down) were quick to pick up the Bases brand and signed them months prior to launch. We took a category that is seemingly static, stuck in traditional approaches and banal executions, and turned it into something with personality, life and a distinctly millennial approach.

The result is an end-to-end brand experience that truly shakes up it’s category and brings new life to a dated industry. 

Mum with kids baking Hill St Bases cookies and laughing.

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