Brand refresh
COBS BREAD
the objective
the RESULTS
Key members of the marketing team, including myself, were tasked of going to RFP for a creative agency to help COBS undergo a brand reposition. Ultimately we chose RETHINK to partner with and I worked alongside the agency to help redevelop colours, type, graphic elements and photography style that can be implemented across all platforms from Bakery Design, POS materials, packaging and website re design.
In 2018, COBS Bread underwent a brand refresh we coined as a 'revolution'. Everything visually aside from the colour burgundy had been transformed. This is where the logo or doughgo as we would affectionaly call it was created. However, 6 years later the sentiment of 'celebrate fresh' lost all meaning. Everyone and everything was calling themselves fresh. With the lack of meaning, how do you communicated baked from scratch daily into a visual medium and thus begun a new brand refresh but scaled much more as an evolution this time.
WITH THE CORE elements complete, we WERE ABLE TO MOVE THE BRAND FORWARD ONTO CAMPAIGNS, WEBSITE, PACKAGING BAKERY REFRESH ETC.
When it came to the visual design assets, everything was on the table except the logo and the colour Burgundy. Working with Rethink, we had revised and updated the colour palette, we removed illustrations and replaced them with shapes and textures and of course, we revised the typeface.
The typeface was the last piece to be designed. It was important to get the structure of all of the other elements so the foundry can take inspiration from there. Letters from Sweden was the foundry that brought the customized typeface to life. Going through the process of designing type, was such a great opportunity. I worked with Rethink at every step to ensure the typography & glyphs were compatible with our needs. Once complete, I named it Crumbline Sans.
BRAND ASSETS
TYPOGRAPHY
PHOTOGRAPHY
I art directed and oversaw several photoshoots to move the photography into its new style. Photography used warm lighting, and high contrast to try and lean into the tones of bread. This ensures the product looks layered and complex. In other words, the food should look like you can reach out and crumble the product.
WEBSITE
Note: The ecommerce function has yet to be finished.
The website was being redeveloped into an ecommerce platform which allowed us the opportunity to revise and update the design. We enlisted web developers, Amblique, to produce the shopfiy store.
