Downtown Bakery & Creamery opened its doors on the village square in Healdsburg, California in 1987. In 2021, married partners Karna and Ross Murphy bought the business from the original owners after they retired from thirty years in operation.
In purchasing a small business in their hometown, Karna and Ross want to continue a tradition of supplying the local families and workers with fresh, affordable, and delicious goods. They kept the original staff employed through change in ownership and through the COVID-19 pandemic.
Karna and Ross reached out to Studio DNVR to help them with their newly purchased business. Through our discovery call with them, we uncovered three main priorities for their new logo & brand identity:
To address the client's pain points, we:
Before we started cooking (so to speak), we began our brand identity project by conducting discovery meetings.
We helped Karna and Ross answer questions that uncovered what makes their company unique, who their target market is, and built a strategy to guide the process.
Next, we curated, presented, and discussed moodboards with the client. This helped identify the essence of the brand by gathering their input, surfacing insights, and aligning on a design direction together.
Both the history of Downtown Bakery & Creamery and the local town square, provided ample inspirations for the rebrand.
We started with a lot of quick sketches to encourage creativity and efficiently explore numerous ideas.
Like a quality recipe, we refined our concepts to review with the client.
Our logo design and the collaborative creative process undertaken alongside our client helped guide us to the final approved primary logo design.
Building up the approved logo, we expanded the brand identity to include alternate variations.
Each logo variant helps to accommodate the wide variety of applications and constraints that logos occupy in today's world.
Our logo and brand identity packages include the brand’s visible elements, which include the color palette, brand typefaces, usage guides (safe margins, sizing guide, incorrect usage), and image file explanations.
These guidelines help both the client and any of their vendors or partners in the future work with and display the Downtown Bakery & Creamery brand identity consistently, effectively, and professionally so that it has the best impact on current and potential customers.
We designed several projects using the new Downtown Bakery & Creamery brand identity that extend the visual theme to a variety of applications.