This is a conceptual project based on a bakery in San Francisco. The Sourdough Society, originally "Brioche Cafe and Bakery", was in need of a better way to connect with their community. The bakery is located in the richly historic Haight-Ashbury, that became a hub for the hippie movement in the 1960s. This area still proudly houses many creatives, support for peace, art and community. This rebrand seeks to portray the colorful victorian houses, bright futures, a peaceful community and a retro aesthetic.