KNEAD LOAF
TURNING STAPLES INTO STATEMENTS.
For Knead Loaf, I crafted a comprehensive visual identity that reimagines the concept of a bakery, breaking away from the interchangeable and forgettable designs that often define the industry. Bread, a staple of everyday life, is both essential and easily overlooked – a product so familiar it can quickly lose its allure. With Knead Loaf, the goal was to elevate this daily essential, making it not just necessary but irresistible, reigniting appreciation for something so integral to our lives.
From the inviting storefront design to striking billboard campaigns and branded merchandise, every detail was created to make sourdough an unforgettable experience. The pastel color palette and hand-drawn elements exude charm and warmth, while bold typography and cheeky taglines like
“Loaf is all you knead!” add personality and wit. The storefront’s fresh and friendly aesthetic draws customers in, while larger-than-life billboards ensure the brand captures attention and stays top of mind – and appetite.
This project demonstrates how even the most ordinary products can be transformed into lifestyle experiences. Knead Loaf is a reminder of the importance of reimagining everyday staples, using thoughtful branding to give them renewed relevance and appeal. It’s proof that with the right design, even the simplest things can capture hearts, minds and taste buds.
STRATEGY
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STRATEGY /
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OVERVIEW
Knead Loaf is a bakery identity reimagined through the lens of lifestyle branding. It challenges the everyday invisibility of bread by making it feel fresh, essential, and culturally expressive — a visual campaign that gives carbs a comeback.
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AUDIENCE INSIGHT
The brand targets design-aware urbanites — Millennials and Gen Z — who value clever communication, brand voice, and physical experiences that are post-ironic, fun, and community-driven. Bread isn’t just food — it’s a statement, a comfort, and a local icon.
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STRATEGIC APPROACH
Tone: Friendly, cheeky, visually loud — but not messy. Emotionally uplifting and designed for repeat interaction.
Voice: Wordplay-driven slogans like “Loaf is all you knead!” or “We loaf you!” create instant familiarity and stickiness.
Positioning: The bakery becomes a mood board — a space for merch drops, humor, and visual joy.
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CAMPAIGN ROLLOUT
Launch visuals designed for high re-share value on social media
Outdoor assets use repetition and scale — massive walls with multiple layered slogans, QR drops and surprise line breaks, an OOH-Campaign just with posters and catchy phrases based on lovesongs and quotes.
Limited-run merch: flour-samples, enamel pins, aprons, basecaps, totebags.
Branded delivery-vehicles all around town. -
VISUAL LANGUAGE
Typography: A tight mix of bold, geometric sans-serifs for clarity, paired with a free-flowing, custom logotype for character. Dynamic hierarchy allows for punchline delivery.
Color Palette: Saturated, high-contrast tones — poppy red, bubblegum pink, grass green, royal blue. Combinations intentionally loud to reflect joy and meme-culture.
Logo System: The playful “Loaf” wordmark doubles as a flexible badge, graffiti tag, or merch element. Illustrated elements (croissant, heart, dough spiral) add expressive charm.
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MATERIALS & APPLICATIONS
Visual identity applied to bread bags, business cards, stickers, and delivery packaging — turning every item into a shareable moment
Street-level billboards, painted walls and mural-style posters with twisting typographic paths and layered slogans
In-store signs and window vinyls designed like digital stickers — scalable from Instagram to IRL
OOH CAMPAIGN
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OOH CAMPAIGN /
Knead Loaf is a conceptual project designed to showcase my ability to craft a cohesive and impactful brand identity. It highlights my skills in logo development, packaging design, and the creation of print and out-of-home campaigns that leave a lasting impression.
Through refined typography, a harmonious color palette, and engaging taglines, this project demonstrates my strength in combining aesthetics and strategy to elevate traditional concepts. Knead Loaf reflects my capability to turn simple ideas into polished, professional designs that resonate with audiences and redefine expectations.