This is a conceptual rebrand, based on a study of a local bakery shop, here in Prague, Czech Republic. 
The shop’s product is universally loved and praised, however their communication lacks the polish that their goods have. 

Therefore with this rebrand I wanted to give their communication and identity the same quality as they give to their bread.

I’ve given the logo a facelift, while still keeping the tone of a small friendly bakery down the street. By keeping the logo as a logotype, it still remains recognisable to frequent visitors.

The concept is based on the pastries themselves standing the test of time. They are given a nostalgic, yet polished look, 
to resemble the times when we were little and the “loupák” pastry with butter and jam, was our jam.

The communication is revived and given proper importance. It is tied together by the use of the pastry stickers throughout the whole spectrum of formats. My idea was to create branding language that is simple to use and easy to recognize. By combining the serif of the logotype and the hand drawn illustrations of pastry, I wanted to present the two selling points of the brand - traditionality and handmade quality.