La Brea Bakery is one of the country’s leading producers of artisan breads for restaurants and grocery. They needed a refresh to their existing "B" logo, a dough shaped brand with a 25 year history. The solution is a more sophisticated brand with a nod to their heritage incorporating the baguette in the small "b". The final identity delivers a friendly more approachable brand that has a seal of quality and freshness throughout. The brand quickly took shape as the patterns and icons were developed. The diagonal packaging pattern feels modern while the applied labels to the in-store breads create a personal touch. Agency: Hornall Anderson Team: David Bates, Lauren Dirusso, David Phillips, Rob Zweibel Photography: David Estep, Manolo Langis Architects: SFJones