Dolce Baking Co. moving, changing name

06/17/2013 11:34 AM

06/17/2013 3:40 PM

The first hint that there was something in the oven? A teaser on the company Facebook page.

For the past six years Erin Brown has been baking delectable cookies, tarts, cobblers and cakes at Dolce Baking Co. But these days her bakery is literally bursting at the seams: the walk-in cooler is barely large enough to fit her ingredients (quick, slam the door!). And that lack of space was forcing her to turn away custom orders.

So Dolce is getting the word out that they are moving around the corner to a new space in late August or early September. The new address, 3930 W. 69th Terrace, is still in the Prairie Village shopping center (it’s next to Cafe Provence and across from Story) but it offers about 1,000 more square feet.

“It sounds small when I say it, but it will make a big difference in the kitchen,” Brown says. “It will open up the work flow. We’re limited on storage and body space. It will give us a lot more flexibility.”

With a move on the horizon, Brown also is taking the opportunity to rebrand, working with the folks at Stir and Enjoy, a branding company. The name will change subtly, to Dolce Bakery, and there’s a new logo, too.

On the company Facebook page Brown wrote: “Ta-da! So we promised you a refreshed expression of everything Dolce and here’s the start: our new logo. Through the signature script and playful nods to icing flourishes, it embodies everything we are: a modern expression of baking tradition. As you know, we create everything from scratch and there is love and pure joy in every bite. That same positive emotion and fun will also live in the rest of our new identity to come.”

Since she’s not moving more than a block, most customers should be unfazed by the transition. Still, Brown says, “I want to communicate and answer questions before they even pop up.” Plus, “I’m so excited, it’s hard to hold it all in.”

Brown announced the move to her employees over bright pink prickly pear all-natural sodas by Little Freshie. The new space will allow Brown to add products and collaborate with other artisan producers. For instance, she will add pour-over coffee from Oddly Correct, more ice cream flavors to complement her desserts and a supply of Uncommon Stock soups for pickup.

“I have such an appreciation for other artisans and getting together with them is sort of like play dates,” she says. “The energy is so right on and people are embracing all that local out there.”

Jill Silva is The Star’s James Beard Award-winning food editor and restaurant critic. She has won more than 25 national writing awards and been included in the “Best Food Writing” anthologies of 2008 and 2011. She is the author of The Star’s “Eating for Life” cookbook and the past president of The Association of Food Journalists. She also makes a mean flan.

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