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Baguette is a passion project for a french bakery, driven by the belief that extraordinary baked goods require just three things: fresh and quality ingredients, a genuine process, and a touch of soul.
Brief
A french startup bakery selling freshly baked goods in their local shops and online needs a brand identity created. The brand attributes they would like to convey are passion, craftsmanship and a sense of authenticity. Besides the bakery products they are planning to serve fresh sandwiches and deserts in their locations or for takeaway.
Services
Naming
Brand Strategy
Visual Identity
Menu Design
Packaging Design
Naming
We wanted to use a single word as the brand name of the bakery, a word that is representative for the French bakeries – one that needs no translation for English speakers. The baguette is a representative French bakery product, one that was really present in the French culture and even more used in cinema industry in conjunction with getting groceries.
Brand Strategy
Baguette wants to create the social bakery, the corner shop where you usually get your fresh bread but also meet neighbors and friends for a sandwich and coffee at breakfast.
Competitor Analysis
Recently bakeries are expanding their range of services to also include other products like coffee or sandwiches. An in-depth competitor analysis was conducted.
Outcome
We set out to create a brand for a business that positions itself at the center of the community that aims to create a lasting relationship with it’s customers through high quality bakery products baked with passion everyday.
Visual Identity
For the main logo we used a script font that is giving it a handwritten and personal touch. We paired it with an oval symbol shape slightly inclined and having an wheat symbol.
Colored in a yellow and gray palette that together symbolizes energy, sun and also a symbol for baked bread.
The logo was rigorously tested for it’s versatility in application. Due to the specific requirements for different applications the symbol can be used independently from the word-mark logo.
Several mockups were created to confirm the different versions of the logo are appropriate and working perfectly.
Menu Design
For the menu design we used a combination of legible sans-serif fonts in bold and regular weights to create a nice balanced contrast and support the design hierarchy. The creative images are used to make the menu more visually appealing.
Packaging Design
There is a specific packaging used in the industry, where the personalization plays an important role in telling the brand story. We made sure that we are using that opportunity to reiterate the brand message.