My concept centers on Highland Bakeries and their whole grain breads, artisan style, fresh from scratch cakes, and the artistic history of the old fourth ward. The identity relates to the process in which fresh and raw ingredients are being blended together to create rich style foods. The cream tops symbolize the icing on the cake! Bread itself has great representation, and it is very symbolic. It is seen as a symbol of sustenance, strength, everyday life and eating. On the other end of the spectrum, it is the epitome of temptation. It connects people to culture, and tradition. This is perfect for the Old Fourth Ward’s Highland Bakery because they are also all about neighborhood and community connection. The imperfectness of the logo is a reflection of their staff, crafty bakers and chefs with raw talent that tend to be rough around the edges. I gave the design of the logo a craftsman but imperfect look. Something that was inviting, minimal and friendly.