For eight years, I shaped FGF’s growth through brand strategy and storytelling across packaging, digital, and new business ventures.
Baking a Billion-Dollar Brand
Today, FGF Brands is a North American baking giant. They supply muffins to Starbucks, donuts to Dunkin’, and own brands like Stonefire Authentic Flatbreads. But when the Ajmera brothers took over from their father, they had just one small factory—and one big idea: to revolutionize baking through technology.
That’s where I came in.
What began as a simple website turned into an eight-year partnership. I built brands, redesigned websites, and refreshed packaging—helping FGF grow into a billion-dollar industry leader.
Here are a few key projects from our work together:
FGF Corporate Rebrand
FGF had the innovation and ambition of a tech startup, but their brand still looked and sounded like a traditional bakery. I led a deep discovery process, interviewing everyone from the C-suite to the bakery floor, and speaking directly with their customers. That insight led to a clear, defensible positioning: The technology company that bakes. From there, I worked closely with designers to bring the new identity to life, developing messaging, brand values, and a new website that captured FGF’s mission and scale.
Stonefire Website Redesign
Stonefire, North America’s leading flatbread brand, needed a site with both flavor and function. I collaborated with designers and brand managers to craft a high-converting, SEO-friendly site that combined new photography, video content, and optimized UX flows. I wrote product pages, recipe content, and headline copy across the site. Within the first few months, the site surpassed 100,000 monthly visits and continues to be a key driver of consumer engagement.
Wonderbrands Launch
When FGF acquired Weston Foods in 2021, it inherited a portfolio of iconic Canadian bread brands — Wonder, ACE Bakery, Country Harvest, and more. I developed the brand strategy for the new parent company, Wonderbrands. While the name was already set, I conducted stakeholder interviews, market research, and workshops to define the mission, vision, values, and positioning. I also created the tagline Fresh-baked thinking, guided the visual identity process, and wrote copy for the launch of the new website.
Santosh Packaging Refresh
Santosh was one of FGF’s first brands, and after nearly a decade on shelves, it was ready for a refresh. The packaging looked dated, and competitors were gaining ground. On a lean budget, I partnered with a designer to modernize the logo, redesign the packs, and introduce two new products: naan dippers and roti. The result? A sharper shelf presence that helped reclaim market share and attract new customers.
