ROLE: Strategy & Positioning | Branding | Environment | Signage | Guidelines
Bakeria is an in-store bakery run by UAE fuel retailer Emarat, offering fresh baked goods and sandwiches on forecourts. The logo had become dated and needed a refresh and a new set of brand tools had to be developed to incorporate a new savoury and hot food offer. I created a much fresher identity by evolving the existing logo. The new baker hat symbol has become a distinctive mark for promotional materials and the interior design. The brand theme of 'fresh today' is at the heart of the new brand and has been built upon to define and enhance the offer. The new brand was rolled out across all collateral including promotional posters, point of sale, menus, packaging, merchandise, digital, signage, interior and uniforms. Designed at Circle Brands.