Brand Creation: Millcroft Baking™
The Brief:
This project encompassed creating a brand from scratch. The task was to position the brand as a mid-tier bread brand that was approachable but also premium enough to serve up in the restaurant space.
Design Intent:
I didn’t want customers to see this bread name as a large scale, corporate-based company. I added the element of making it look like a “farm made bread” to help customers experience a crafted look and feel to the brand. This includes using a more natural colour palette, farming-related icons such as a mill wheel and wheat bunch, and a burlap linen backdrop texture. In addition to the visuals, I also suggested that the verbiage/marketing tone we use is in reference to the craft of the bread making process and how the breads and buns are a work-house product for the back of house team.
Main Icon
I created a unique icon that also explained the brand story.
The icon is in the official logo, but it can also stand alone if the content calls for it. It needed to be recognizable to help support this new brand launch.
The circle is the wheel (a milling wheel). The dividing lines from the center of the circle outwards are the spokes of the wheel. The green, beige and striped sections are meant to portray the various crop yields from a “croft”.
Iconography & Textured Backdrops
I created icons and textured backdrops to enhance the brands presence and provide flexibility for designing content. This includes sell sheets, presentations and packaging when required.
In the snipped image, you can see the bullet icon created to match the croft icon from the logo and the textured beige backdrops to help divide content areas throughout the product guide.
The green backdrop under the logo above, in the first snipped image, has a mill icon I also added to support the “Millcroft” brand name.
The final requirement was a photoshoot!
I created a pre-production file, detailing all of the elements required for each shot, referring to the marketing teams needs. I researched and utilized relevant recipes for todays market and established photography guidelines for the Millcroft Baking™ brand.
