Casta Bakery

Enter your text here...The mission consisted in creating a whole new brand for Casta Bakery. Working closely with their marketing manager to understand their initial needs, I was then tasked to build their brand strategy and brand design. In doing so I also got involved in copywriting for the deliverables and all the illustrations for this project.

THE CHALLENGE

For Casta, the decline has been slow and steady. Problems can be detected all over the chain, from product quality to cleanliness… On the branding side of things, customers and staff alike had problems to understand the logo and people didn’t find the fuchsia to be an attractive color for a bakery.

THE SOLUTION

In an effort to modernize the whole business, the new owners completely redesigned the interior to be cleaner and simpler. On the branding side, it allowed me to create a more modern mark, stepping away from the usually very traditional style of the competition. I also created a whole illustration based system to complement the identity. With 12 different locations, a map of all 12 neighborhoods is a great way to anchor the bakery in the middle of the customer’s lifestyle. Because the visual style is so different from before, we wanted the customers to find comfort in recognizing the buildings they are so familiar with, inside their brand new bakery.