Communication Problem:
EuroPane Cafe and Bakery is looking to rebrand their logo and packaging identity. Their current logo needs to be elevated in order to stand by their elegant desserts and contemporary environment. Through rebranding their identity, EuroPane wants to increase their appeal to steady-income earning, young professionals and clientele who are willing to pay for quality over quantity.
Concept and Strategy:
EuroPane is best known for their fresh variety of breads and homemade desserts including their famous macaron selection. I alluded to the derived Italian word “il pane” from the bakery name and chose to focus on the importance of bread in the redesign of their logo. The counter of the “o” is shaped in the form of a loaf of bread and contains three rounded line marks placed inside this negative space to symbolically represent the natural ridges found on top of freshly baked bread. This simple transformation of the typography allows EuroPane to showcase themselves through an iconic logomark that allows for elegant, easy recognizable branding on all of their packaging.
Aesthetics:
A combination of Bodoni, for the bakery name, and Gill Sans, for the secondary type, are used to emphasize the bakery’s chic, clean atmosphere and traditional qualities of homemade french pastries. A complementary blue and orange color scheme is used. The orange represents the natural, rustic elements that homemade baked goods often portray, while the icy blue embodies the modern fast paced environment of a trendy cafe. To add a rustic finesse to the contemporary bag packaging, thick canvas straps are added to act as the handles.
A combination of Bodoni, for the bakery name, and Gill Sans, for the secondary type, are used to emphasize the bakery’s chic, clean atmosphere and traditional qualities of homemade french pastries. A complementary blue and orange color scheme is used. The orange represents the natural, rustic elements that homemade baked goods often portray, while the icy blue embodies the modern fast paced environment of a trendy cafe. To add a rustic finesse to the contemporary bag packaging, thick canvas straps are added to act as the handles.
On the outside, the pastry box packaging is simple and sophisticated. When a consumer opens their pastry box, they will find their desserts sitting upon a macaron pattern, lining the inside of the box. Incorporating the bread and macaron icons throughout the packaging expresses the importance of these famously known items at the bakery.
Identity System
