From legacy to leadership: a reimagined brand, logo, and digital experience for a modern baking industry pioneer.

Erika Baking Equipment has long been known as a trusted provider of commercial bakery machinery and solutions. But even the most established brands must evolve to stay relevant and resonate with modern audiences. That’s where our partnership began.

When Erika approached Splendor, the challenge was clear: elevate the company’s presence to match its expertise and craft a unified brand and website that honors its rich legacy while propelling it forward.

Brand Strategy and Positioning

Our engagement began with a deep-dive brand strategy initiative that uncovered what truly drives the Erika team and their customers. Through stakeholder interviews, competitor analysis, and market research, we developed a brand narrative centered on progress, partnership, and pride in the craft of baking.

The result was a clear and emotionally resonant brand position:

“Where Bakers Rise.”

This new positioning became the rallying cry for the entire brand, serving as a celebration of those who create, innovate, and perfect their craft every day. It reflects Erika’s dual role as both supplier and supporter, positioning the company as a trusted partner to bakers everywhere.

Logo Design and Visual Identity

As part of our branding strategy work, we recommended a subtle but strategic name evolution, moving from Erika Record to Erika Baking Equipment. This shift brought immediate clarity to the company’s offering and positioned the brand for future growth in global markets.

Our creative team then developed a completely new logo design and visual identity system that bridges heritage with modernity. The refreshed mark conveys craftsmanship and precision, while the expanded visual language, which includes the color palette, typography, and graphic system, expresses warmth, trust, and professional excellence.

This cohesive brand identity now flows through every touchpoint, ranging from print and digital collateral to the new website.

Custom Website Design and Development

The newly launched custom website design was built to be as functional as it is beautiful. We reimagined the user experience from the ground up to guide visitors intuitively through Erika’s extensive catalog of bakery equipment.

Dynamic Product Catalog and Search Experience

Each product page functions as an interactive, content-rich hub complete with specifications, videos, manuals, and purchase options. Visitors can search, filter, and sort equipment by type, brand, or industry, creating an effortless, self-directed browsing experience.

Our web development team engineered a sophisticated taxonomy system that ensures speed, scalability, and precision across thousands of SKUs. The result is a site architecture that feels simple to use but is powered by complex logic under the hood.

Knowledge Base and Content Hub

Beyond products, the new website positions Erika as an educator and innovator within the baking community. A robust knowledge base features articles, videos, and case studies, helping customers stay informed, inspired, and connected to the brand’s expertise.

This content strategy reinforces Erika’s role as a partner, not just a provider, perfectly aligned with the brand’s central promise: Where Bakers Rise.

A Partnership Built on Strategy, Creativity, and Craft

As a full-service creative agency in New Jersey, Splendor thrives on long-term partnerships that go beyond design execution. Our work with Erika Baking Equipment exemplifies how thoughtful branding, brand positioning, and custom web design can transform a company’s presence, perception, and performance.

From concept to completion, every element was crafted to help Erika stand tall as a leader in the commercial baking industry: brand strategy, logo design, brand identity, website design, and web development.

The result is more than a website. It’s a powerful expression of a brand that continues to rise, just like the bakers it serves.

Explore the work →    erikarecord.com

See More Brand Transformations

• Index Engines: Brand and Website Transformation
• SOCO Construction: ESOP Brand Launch