This identity system was a collaborative effort between me and five other designers. I was primarily responsible for in-store mockups, but also contributed heavily to the bag mockup while giving input to the trademark design. The concept behind the system was creating a more immediate, earthy bread brand that was fresh-baked within the store and came it its own reusable cloth carrier. Our target audience were families within Rome, Italy; these families make daily visits to their local grocers if not more often, and we wanted to capture the idea of bringing home whole-grain, fresh baked bread.