La Brea Bakery partners with Hornall Anderson for redesign
With their 25-year anniversary in 2014, La Brea Bakery – one of the country’s leading producers of artisan breads for restaurants and grocery – partnered with global brand design firm Hornall Anderson (hornallanderson.com) to help transform the bakery’s brand identity. Why the need for change after a quarter century? There was early recognition that the extraordinary love and affinity towards the craftsmanship behind La Brea Bakery bread, a key hallmark of the brand, was not being clearly articulated on pack or in the overall brand expression.
Wanting to better communicate the bakery’s core attributes and personality while understanding that the longstanding “B” identity was of paramount importance, the team explored ways to reimagine the brand. The previous identity was dough-like in nature and downplayed a premium quality consistent with La Brea Bakery and its beloved breads. Utilizing the deep red color from the original identity, the logo was updated by prominently featuring a more stylized lowercase “b” as the hero. Those with a keen eye will cue in on the center of the new “b,” which is a very subtle outline of a loaf of bread. Once realized, the intent is to put a smile on peoples’ faces as they uncover the heart of the bakery. The font was also updated and a 1989 emboss was added to celebrate 25 years in business.