Bread is elemental. It is our shared history. Recipes passed down, traditions forged together. We break it as we build relationships. Bread is love and it is loved. It’s more than food. It’s who we are.

After making and sharing bread for 25 years, La Brea Bakery was ready to celebrate being America’s number one selling artisan bread brand. But nobody knew who they were. La Brea Bakery’s presence on shelf had no impact or brand recognition.

We gave La Brea Bakery a brand refresh that made the invisible visible. We delivered a new identity with meaning—bread is at the heart of everything they do.

After refreshing the brand and packaging system, we partnered to help La Brea Bakery realize their flagship café experience in Los Angeles. The café was a great success, and we helped them codify and sell branded licensed concepts for campuses, food courts, and airports throughout the country.

This 2+ year relationship with La Brea Bakery broadened my understanding on how brands can create meaningful moments in people’s lives, whether they happen at the shelf or at the table together.

Design and design direction, in partnership with the team at Hornall Anderson.

Packaging and menu photography by Estepworks Photography.