Rocket Baby Bakery ~ Case study on identity system for Milwaukee artisan bakery
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I had been talking to Geoff and Shannon Trenholme over the course of a year or two, and had a sense of how serious they were about bread. After moving their family to Milwaukee they were very determined to open a bakery, and eventually opened their store along North Avenue, a booming thoroughfare running through the suburb in which they lived. I had done some work on restaurant identities and was lucky enough to be asked to work with the couple on developing the brand for their bakery as the buildout unfolded over the course of a few months. Having carefully identified current trends in restaurant and food branding in major cities I realized that I needed to look within Geoffe's vision for the food. My goal was to create an authentic connection between the master baker and his customers. He was definitely pushing toward a Parisian boulangerie for the buildout and the classic style of wood and tile beaconed for a minimal type logo etched into the glass. But the couple was very smart, very funny and very proud of their newborn son and wanted an unexpected name that stood out. Rocket Baby seemed to be the winner. We worked back and forth for weeks to develop a good visual solution, going through some options and in the end wanting something that captured the excitement when those two words came together. In my experiences, having grown up in the 70s, I had seen many logo mascots and they always make you chuckle. We moved forward with development of the baby character logo, and on opening day we had strong letterforms wrapping the building and a fun mascot for the logo and packaging. The cute factor on that logo really moves a lot of Tshirts and buttons, and looks great stamped onto a brown bag. Rocket Baby is very well received within this neighborhood of young families, and when I saw them interacting with the brand I knew we had accomplished our goals for establishing a successful identity. After a year the food has been recognized as the best in the city, while the building received a "Preservation of Properties Award" from the city. This was a unique opportunity to work on everything from the branding concept to the printed materials and ephemera, swag, website and digital strategy, as well as photography, design consulting, space planning, and copywriting.
Transcript of Rocket Baby Bakery ~ Case study on identity system for Milwaukee artisan bakery
ROCKET BABY BAKERY INC.
Letter attachment detail
Wall
BAGUETTES ESPRESSOMACARONSCROISSANTSANDWICHESSOUP
PASTRYBREADCAFÉ
ARTISAN BAKERS
Geoff Trendolm6822 W. North AvenueMilwaukee, WI 53213(414)50-bread rocketbabybakery.com
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