Lilly’s Baking Co.

Here at Rabe, the summer of 2016 will forever be known as The Summer of Babka. It was in June of that year that we first presented a simple branding solution to a young, but seasoned entrepreneurial team named Brooklyn Brands, who had recently taken over one of New York City’s oldest and busiest bakeries. After completing the corporate branding, they asked us to bring a fresh, modern design to their first little-engine-that-could line: the all-natural, always handcrafted Lilly’s Baking Co., delicious, original baked goods that began as a small kitchen operation in Brooklyn over 70 years ago.

It was in the fall of 2016 that we first visited the bakery, and we were blown away. You know how people say “you could smell it a mile away?” It’s true! When bread and pastries are made fresh around the clock, let alone swirled with that much chocolate, it really does permeate the air… in the most heavenly way imaginable. And Brooklyn Brands is home to not just Lilly’s, but also Schick’s, Mezonos Maven, Smilowitz and Mehadrin.

As far as branding and packaging design, we’ve got a whole new line of work ready to unveil for Schick’s soon, too. But Lilly’s has kept us busy since that very first meeting, and the team keeps us on our toes! In fact, ask Liz’s husband what she’s been up to on most nights, weekends, and even holidays and he’ll say: “two words: bakery client.” It’s all sort of like a modern day time-to-make-the-donuts situation. At a bakery this busy, they simply don’t know if it’s dusk or dawn. But if they can do it… for the love of Babka, so can we!

Read more about these guys and the pastry storm they’re brewing in Jewish Journal.