Uppercrust: Bakery Rebrand
Challenge
Rebrand an existing restaurant, including assets such as a new color scheme/font system, logo, menu, interior rendering, as well as mockups of uniforms, packaging, and other relevant items.
Process
The process included researching the restaurant, its current branding, and competitors, creating a verbal identity for the brand (including a trueline and tagline, core purpose, target audience, differentiation, and value proposition), before moving on to the visual portion.
I chose Uppercrust, a bakery-café local to Gainesville, Florida. There were some major inconsistencies and issues in the current branding; it seemed like the owners liked both a minimalist and a vintage french feel, and these aesthetics ended up clashing.
For the new brand, I united them by taking inspiration from 1800s chromolithography but giving it a monochromatic color palette and plenty of white space for a fresh, minimalistic look.
Results
The final result of the project is a unified brand that pays tribute to the brand’s origin and the handmade artisan pastries they sell, but brings it into the modern day and provides a peaceful, uncluttered (but not boring) experience.
