Uprising Breads Bakery was looking not just for a logo refresh, but a design system that could be rolled out to all touch-points. For the logo, we simplified the icon, and then made the type more legible, fun, and, well, kinda doughy.
To play up the artsy vibe of the Commercial Drive area where the bakery is located, I proposed each bread flavour and product would have a 'doodle' created by a local artist, with a bit of a bio for each. The client countered with, "Well, what if you just did it?" So I did.
Next, we took the 'utilitarian' Co-op-y font and set up a design system that allowed them to economically print their labels and other materials in-house, while maintaining a consistent look and feel.