One ambition:

to make your brand succeed.


Bakerscape offers a different way to work from the traditional big agency. It is for those brand owners and managers who value strong package design expertise and creativity, who prefer an intimate team, who expect quick answers, and who want to get the ball rolling faster. You value superior strategic design skills that solve your critical issues, as well as efficiency, honesty, no-fuss, and serious dedication.

Bakerscape was started in 2010 by creative Gail Baker, after many years as lead designer and cd at some of Sweden's most renowned agencies. With 20+ years of experience specialising in fmcg, strategic branding design and production of consumer product range assortments, you will be in good hands. Welcome to a humble way of working.


Bakerscape is proud to have or have had these companies as clients since the start:

Q&A with Gail Baker

Q: How many packages have you designed?

A: I usually say about a thousand. In reality it could be many more-- but it isn't important. The goal is not in the quantity, but rather if work has resulted in happy clients, happy consumers and healthy brands. My goal for a brand is that it speaks to the right consumer right now. My goal for the client is that she/he will feel that I care about our interaction and want to strive for the same vision. These are soft values.

Prior to starting Bakerscape in 2010, I was creative director at Identity Works, creative senior lead at Brindfors (Brand Union/Enterprise IG), design director at Pond, and designer at Electrolux (giving a good base for understanding both fast and slow goods). My determination in being the best I can be for my client is what drives me. I want you to get the best out of me and my capabilities.



Q: Do you only design for FMCG?

A: FMCG is my main focus, there is no doubt about that. But the answer is: No! First, let me say that 90% of projects come in as a packaging project but evolve into further projects. Finding the core of the brand is precursor to designing the packaging. If we find that the core is not reflecting the values, we can expand the project into a brand study. This is often the case.


New packaging is strategic and often triggers the need to make a parallel shift for the brand in all tactical areas as well, so often we will look over the entire brand application and create an accompanying guideline for internal and external users.


It is also fully possible for companies to come to Bakerscape for visual identities without a packaging need. My usp, however, is in my ability to lead and create the right solutions for fmcg, fast-moving consumer goods-- from start to production.

Q: Do you follow a design process?

A: Yes, it is the same skeleton and proven method that is used in the field, regardless of the names that are given. To put it simply: research, insight, ideas, design and visualisation, selection, revision, and production. And finally, launch and celebration!



Q: Why should a company redesign their packages if they are selling?

A: The cost of design is minimal in comparison to the increase sales that will most certainly be produced after dusting off the brand. Brands need to regularly look over the design of the brand to make sure that the design is relevant for the target market, and make sure that it stands out at the moment of purchase. Most decisions are made spontaneously, be it online or on the shelf. Online shopping has definitely changed the purchase method. No longer are consumers confined to the limited competition on the shelf. That requires more of the brand.

Design is also not used only for attraction purposes. Communication of an assortments products is very important. Many neglected brands have communication that can be significantly improved to help the consumer understand the unique selling point of each product and come home with the one that they intended.

Q: What are you most proud of designing?

A: Änglamark was definitely my 'baby'. I designed the main logo and the six category logotypes, and then designed 240 separate products, together with a colleague. This was the time of my life. It was a dynamic project with monthly team meetings with KF. The days were filled with working with photographers, stylists, retouchers, and chefs.

Since starting Bakerscape, Grumme and Bambino are two long projects that became my new babies. Working with many marketing managers and across several years, a brand actually becomes a part of me!

With that said, ALL of my clients and each and every project is just as important as the last, and I am very thankful for all of my clients and their belief that I will solve their brand needs.