New identity, design for New French Bakery
-- Packaging Digest, 12/1/2009 2:00:00 AM
Since opening in 1995, New French Bakery, Minneapolis, has rapidly grown from a small neighborhood bakery to a national suppler of freshly baked artisan breads. The company bakes more than 700 varieties of conventional and certified-organic artisan breads and rolls and distributes them to customers across the country. Prepackaged Take & Bake products, with a three-day shelf life, are sold at supermarkets and retail outlets throughout the U.S.
Realizing that the recession provided an opportunity for increasing market share and profits, the company turned to branding 
and design firm Duffy & Partners (www.duffy.com) to redesign the bakery's brand identity and packaging. With an opportunity to differentiate the New French brand, the new logo and design language provide a graphic impact in the chaotic visual arena of the market. The classic fleur-de-lis motif of the original logo has been transformed to a simple, sleek and straight-to-the-point look, with the name of the bakery front and center flanked by soft blue hues. Packaging for the take-home products introduce the shopper to the new branding with the bold, simple words, 'Take, Bake, Yum!' in bold letters. The packaging is supplied by Unisource Worldwide, Inc. (www.unisourcelink.com). The newly branded packaging is now on store shelves across the U.S.
and design firm Duffy & Partners (www.duffy.com) to redesign the bakery's brand identity and packaging. With an opportunity to differentiate the New French brand, the new logo and design language provide a graphic impact in the chaotic visual arena of the market. The classic fleur-de-lis motif of the original logo has been transformed to a simple, sleek and straight-to-the-point look, with the name of the bakery front and center flanked by soft blue hues. Packaging for the take-home products introduce the shopper to the new branding with the bold, simple words, 'Take, Bake, Yum!' in bold letters. The packaging is supplied by Unisource Worldwide, Inc. (www.unisourcelink.com). The newly branded packaging is now on store shelves across the U.S.
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