La Brea Bakery

Brand Strategy, Visual and Verbal Communications

When La Brea Bakery—America’s best-selling brand of artisan bread—asked us to redesign their 25-year old packaging, we saw an opportunity that scaled far beyond the package. There’s a remarkable love and pride in the craftsmanship behind La Brea Bakery bread that wasn’t being communicated in the overall brand expression.

We redesigned every element of the brand around La Brea Bakery’s secret ingredient that no other bakery can possibly replicate – its people. They love the art of making bread and the joy that comes from sharing it.

Badge of honor

We set out to capture the artisan spirit of La Brea Bakery, reflecting a passion for bread in the brand identity itself. The new stylized lowercase "b" includes a subtle outline of a loaf of bread, helping every loaf to stand out in the crowded bakery aisle.

Beauty on the inside

We made La Brea Bakery’s brand truly come alive in a stunning redesign of their flagship café in Los Angeles – developing signage, menu boards, uniforms, and more.


We extended the new identity into a tangible experience by launching a five-city tour and social media campaign that focused on gifting bread in unexpected places.

The future is bright

How do you bring the brand refresh to life and remind the world of La Brea Bakery’s commitment to being a truly special bakery? Make a launch video, of course.