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The Sourdough Society
Project Type
Full Brand Ideation & Design
Role
Brand Designer
ABOUT
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.
Date
2023
The Challenge:
This project was a strategic branding concept for a San Francisco bakery with deep community roots. The original identity (“Brioche Cafe and Bakery”) lacked a compelling narrative and visual character that connected with its historic Haight-Ashbury neighborhood, vibrant creative culture, and community ethos.
The Solution:
With the name shift to The Sourdough Society, I completed a full rebranded identity that highlighted its historic context, evokes a retro yet timeless feel, and visually communicates community and craft. The illustrative bread loaf makes for an appealing, bright, and charming brand mark to harmonize with friendly - forward typography to reflect the intricate texture of sourdough. The solution translated into signage, punch cards, apparel, and packaging that feels authentic to the locale and memorable to customers.
