Shakespeare & Co. Rebranding

The Shakespeare Bakery, a warm and inviting bakery that delivers happiness, draws inspiration from the Shakespeare and Company Bookstore in Paris. By embracing the romance and passion of France, The Shakespeare Bakery strives to bring joyful memories and experiences to all who love baking.

To preserve the mission and vision, we’ve collected data from over 200 in-store surveys and conducts interviews with the founder, distilling the 3 core values of The Shakespeare Bakery - Quality, Lifestyle, and Emotion. To the public, the bakery serves as more than just a place that crafts delicious bread; It’s also perceive as a comforting and relaxing community neighbor. Through our rebranding process, from welcoming words to bread displays, we aim to enhance the delightful essence of the brand in daily life.

Consistent with the brand’s core values, we’ve kept the elements of chef, bread, and cat from the original logo, redesigning them in a soothing and warm way. By using grouping and magnification of certain objects, we’ve tackled previous challenges of unclear recognition and scattered focus. We have also redefined The Shakespeare Bakery's brand colors with a more stable and approachable tone. The supplementary graphics extend the character design from the logo, incorporating different types of bread into the characters' everyday scenes, reflecting the brand’s philosophy and lifestyle of 'everyday romance'.