Brand strategy & identity & Experience design
La Brea Bakery
Rising above competition.
La Brea Bakery is America’s best-selling brand of artisan bread. But after 25 years, their packaging no longer stood out in a crowded and constantly changing bakery aisle. More importantly, the old look wasn’t communicating the love and pride that La Brea baked into every loaf.
What began as a packaging refresh soon became a brand redesign as we learned more about La Brea’s secret ingredient: its people. In their passion for making and breaking bread together, we saw the foundation of community. Simple, generous, undeniable.
Across identity, packaging and revitalized experience design, we made sure their heartfelt craftsmanship came through. You can see it at a glance in their logo—a newly stylized lowercase “b” includes the subtle outline of a loaf.
Bread is love.
There was a turning point early in our creative process when we realized just how much bread meant to them. It inspired us to write a love letter to bread—and La Brea, too.
That letter opened the project up, from packaging design to holistic brand design, by showing we understood La Brea well enough to be entrusted with the heart of their brand. The letter became a manifesto. Guiding La Brea to reconnect with their customers by sharing their deeply held beliefs from the inside out.