Brand creation on behalf of one of the founders of Franco Manca for their London sourdough bakery. Work programme undertaken includes:  Brand Naming / Brand Definition / Brand Positioning / Brand Identity / Brand Tone & Language /  Packaging Design /  Website Design.

BreadBread had been in existence for about a decade when they came to ZutAlors Brand+Identity – in our capacity as brand identity specialists within the London food and beverage sector – looking for a brand refresh.

The business was established by Bridget Hugo after selling her stake as one of the two founders of the Franco Manca pizza chain. It was doing ok, but not great and needed a brand boost.

The challenge was how do you take a small bakery and give it a presence that will get it on the radars of a highly sophisticated, highly brand literate and well catered for (pardon the pun!) customer in London’s Zone 2 & 3 urban villages?

What could the brand bring the customer that a Bread Ahead or an Ole & Steen couldn’t?

Well firstly we should say that BreadBread has a good product. So a good starting point. But it simply wasn’t cutting-through. Now there’s very few silver bullet solutions out there. It’s generally just a question of doing everything as well as it can possibly be done. And that’s exactly what we did.

What we wanted to do with the branding was to make a very real connection between the product and the customer. And to make that connection run through every aspect of BreadBread’s communications. We set out to create a visual narrative. A visual identity system that is rooted in the product itself.

Well, fundamentally, this product is all about the provenance of the flour and the physical efforts of the bakers who turn it into bread. So when you look at the logo, or indeed, the supporting typography system you see flour. A simple solution but one that goes to the core of a business.

We then took the brand identity that we created and designed all of BreadBread’s supportingcollateral – from vehicles to packaging, clothing to signage, documents through to online.

The result is that its unprompted awareness with its London village target customer has jumped dramatically and sales are up. Dramatically so.