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Baking Mad By Kyan

Baking Mad

A tastier experience

Baking Mad is a hub for a smorgasbord of baking brands, with over 1,600 recipes and a devoted team who constantly whip up more. In the pandemic, baking was more popular than ever.

Allinsons naan bread

The problem

The site just wasn't delivering. Search was ineffective, it wasn't optimised for mobile, and the CMS was painful to use. The branding and positioning needed a rethink too.

Baking Mad site screenshots

The solution

First of all, we went for a headless CMS with Kentico Kontent. This made uploading and distributing content effortless, across any channel or device. It's now a lightning-fast experience.

We also workshopped a new strategy, to 'inspire the baker in everyone'. So the visual design got heaped spoonfuls of modernity and likeability, with fresh new type and colours.



  • Brand & visual identity
  • UX design
  • UI design
  • Prototyping


  • Website and Mobile development
  • CMS development
Baking Mad hero carousel
Baking Mad image gallery
Baking Mad search results
Mother and daughter putting a cake in the oven

Our favourite moment

Using the power of Kontent to create Alexa-friendly recipes for bakers with messy hands.

“Working in a truly agile way has been a real eye-opener. It feels like we're going into a new year with a new platform in a really good place.”
Libby Morley, Senior Influencer & Community Manager, The Silver Spoon Company


increase in average
session duration


increase in
goal conversion


unique users
per month

The result

Working entirely remotely, we workshopped the requirements, revamped the brand, and most importantly, served up a site that's deliciously seamless for both user and creator.


Person making pastry