Turning artisan bread into an everyday luxury
Beginning life in a big vacant furniture shop in St Kilda and armed with a plan to create some of the finest breads imaginable, the much-loved Woodfrog Bakery is carefully expanding across Melbourne
To the uninitiated, artisan breadmaking is nothing short of a science. It’s complex, time consuming and it yields a range of different bread textures and nuanced flavours — all of which land alongside one another on the bakery shelf. A little daunting for those dropping by looking for a simple loaf of bread. And as a result, artisan-sourdoughs have often been pitched as a luxury to the ‘foodies’ amongst us — and seemingly beyond the reach of ordinary customers.
But the Woodfrog team are changing the status quo. They believe that artisan-quality bread is an everyday luxury that everybody deserves to enjoy. We couldn’t agree more. At the end of the day, artisan sourdoughs are a healthier, easier to digest option and generally hold a long shelf life — so why shouldn’t everyone get to experience it?
Our answer? Demystify the process, utilise contemporary design and develop a unique narrative. Finding a home on packaging, collateral and across the broader store environment our brand toolkit was delivered with a cheeky dose of humour to put a smile on the face of new and returning Woodfrog customers alike. It’s an approach to branding that is distinctive, scalable and provides the ideal platform for further store expansion throughout Melbourne — and of course the occasion pop-up store on the sidewalk in Melbourne’s CBD!
Brand strategy, brand identity, packaging, environmental signage, uniforms and promotional collateral