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BAKER D. CHIRICO

HOSPITALITY & LEISURE

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BAKER D. CHIRICO BRAND IDENTITY & PACKAGING

Brand Strategy, Identity Design, Illustration, Packaging Design, Packaging Research and Development, Cost Planning and Prototyping, Print Collateral, Packaging, Signage, In-store POS

Artisan baker Daniel Chirico launched his second store in the inner-Melbourne suburb of Carlton with a new identity and fit-out. Our role was to help Daniel realise his vision of a specialist store firmly focused on the craft and theatre of traditional bread making.

Recognising that excellent bread is as much a luxurious and sensual delight as it is a staple food, we collaborated with architects March Studio and artist and fashion designers PAM to create an immersive customer experience that would permeate every touchpoint. Packaging, POS, signage, architecture and in-store experience impart a strong brand resonance of craft, surprise and delight. The baker's identity juxtaposes the traditional with the contemporary and adds a surrealist playful twist.

Winner: 2012 Eat Drink Design Awards – Best Brand ID