Flour & Stone, a beloved local bakery established in 2012, approached me for a complete brand refresh to better reflect their artisanal approach and help them expand their retail presence.
Project Overview
After nearly a decade in business, Flour & Stone had evolved from a small neighborhood bakery to a recognized local brand with wholesale accounts and an expanded product line. However, their visual identity remained unchanged since their launch and no longer reflected their position in the market.
The Challenge
The rebrand needed to:
- Preserve the bakery's reputation for authenticity and quality
- Appeal to both longtime customers and new, more design-conscious audiences
- Work effectively across various applications (signage, packaging, web, social media)
- Highlight the handcrafted nature of their products
- Position them for potential retail expansion
Research & Strategy
I began with a comprehensive brand audit, including:
- Interviews with the founders, staff, and selected customers
- Competitive analysis of local and national bakeries
- Industry trend research
- Mood board development with client collaboration
This research revealed that customers strongly associated the bakery with warmth, craftsmanship, and community—values that would form the foundation of the new brand identity.
Design Process
Logo Development
The new logo was designed to evoke the handcrafted quality of the bakery's products while maintaining timeless appeal. I created a custom wordmark with subtle irregularities that suggested hand-lettering, paired with a simple wheat stalk emblem that could be used as a standalone mark.
The final logo system included primary and secondary configurations, a simplified version for small applications, and an icon for social media and favicon use.
Color Palette
The color palette was built around warm, earthy tones with a signature terracotta as the primary brand color, complemented by natural cream, deep navy, and soft sage accents. This palette connected to the natural ingredients while feeling both contemporary and timeless.
Typography
The typographic system paired a warm serif for headlines with a clean, highly legible sans-serif for body copy—reflecting the balance of tradition and modernity that defines the bakery.
Packaging System
I designed a comprehensive packaging system including:
- Bread bags and boxes
- Pastry boxes and tissue paper
- Coffee cups and sleeves
- Retail bags
Each item maintained brand consistency while showcasing product-specific details and practical information.
Environmental Design
The rebrand extended to the physical space through:
- Updated exterior signage
- Menu board redesign
- Environmental graphics and wayfinding
- Café area refresh
Results
Since implementing the rebrand, Flour & Stone has reported:
- 32% increase in retail sales
- Successful launch of two new wholesale accounts with premium grocers
- Significantly increased social media engagement and user-generated content
- Enthusiastic reception from longtime customers
- Feature in a major regional design publication
The client was especially pleased with how the new identity honors their heritage while positioning them for future growth. The flexible brand system has given them a consistent but adaptable visual language that works across all touchpoints.