I was approached by the owners of Fresh Bake to design a new logo and undertake a complete rebranding of the bakery. They wanted their breads to appear as more of an artisan product as opposed to large scale, factory produced breads. I drew inspiration from the paper packaging generally found around high-end confectionary and artisan breads. The owners also indicated they wanted to increase their target market from spaza shops in the informal settlements to include Spars and Woolworths in the suburbs. Later, they requested a new packaging design aimed at low-income communities as well. These individuals were used to traditional bread packaging where blue is associated with affordable white bread and green is associated with affordable brown bread.
