RoRo’s Baking Company

CASE STUDY

A Brand & Packaging Refresh That Elevated Shelf Presence, Strengthened Retail Performance, And Drove Significant Unit Sales Growth

Identity Design, Packaging Design, Messaging + Hierarchy, Retail Readiness

Services

+58.5% Unit Sales Growth in Whole Foods Market, 55–157% YOY Growth at Harris Teeter, Stronger Shelf Presence

Outcome

Scope

Brand identity refinement and full packaging system redesign — evolving a legacy look into a cohesive, retail-ready brand presence

Goal

Elevate the brand on shelf, improve clarity and consistency, and compete more effectively in the frozen bakery category

Audience

Retail buyers and shoppers seeking high-quality, nostalgic baked goods with strong visual and emotional appeal

+58.5 %

Unit Sales Growth in Whole Foods Market

Two packages of cinnamon rolls from Ro Ro's Baking Company. The package on the left is labeled 'Cinnamon Rolls' and the one on the right is labeled 'Cinnamon Rolls' with additional branding and description, including phrases like 'Grandma's Secret Recipe' and 'Made with Real Butter'.

BEFORE

AFTER

THE STARTING POINT

RoRo's baking company had built a loyal following with their grandmother's cinnamon roll recipe, but the packaging hadn't evolved with the brand. As RoRo's expanded into national retail and the frozen aisle, the look needed to match the momentum.

THE CHALLENGE

The opportunity wasn’t to reinvent the brand, but to refine and elevate it. The packaging needed to feel more premium and cohesive while preserving the warmth and authenticity that made RoRo’s special. At shelf, the brand needed to communicate quality, flavor, and familiarity quickly—while standing out among increasingly polished competitors.

OUR APPROACH

We developed a refreshed identity and packaging system designed to strengthen presence and improve performance at retail. The focus was on elevating visual hierarchy, refining typography, and creating a more cohesive and confident brand expression across SKUs. By enhancing clarity and consistency while maintaining the brand’s nostalgic appeal, the new system positions RoRo’s to scale—supporting stronger shelf impact, improved buyer perception, and measurable growth across retail channels.

A table with cinnamon rolls, a bag of Cinnamon Rolls, a cup of coffee, a small bowl of icing with a spoon, a napkin, a blue cloth, and some flowers.
A white bowl filled with golden, baked bread rolls, placed on a dark wooden surface with white flowers and green leaves around it.
A bag of RoRo's Bakery Parker House Rolls with Jalapeno Cheddar flavor, with some rolls on a plate in front. The bag is green and white, featuring labels about real butter and homemade goodness.
Two bags of RoRo's Dinner Rolls, one with purple packaging labeled "Parker House Rolls" and the other with yellow packaging labeled "Dinner Rolls," on a beige tablecloth surrounded by various dishes including a salad, cooked chicken with vegetables, a drinking glass with ice water, and a small block of butter.
Shelf with baked cinnamon rolls, a cup of coffee, a bowl of powdered sugar-coated pastries, a bag of pumpkin spice cinnamon rolls, a small bowl of cinnamon sticks, and a pumpkin and floral arrangement in the background.
Cinnamon rolls on a blue plate, a cluster of cinnamon rolls on a white plate, a hand reaching for a cinnamon roll, and a glass of milk with a striped straw on a marble surface with a cloth underneath.