Project Summary:

This project was a branding redesign for Panera Bread, which focused on refining the brand to be more in-touch with the sit-down, fast-casual dining experience becoming more in touch with current consumer base. The current Panera logo, with its script typeface and other elements feel outdated rather than nostalgic due to the disconnect between brand image and identity due to the brand’s separation from their original roots. The “mother bread” icon is also disconnected as Panera no longer sells fresh baked bread. This project explored fixing the above drawbacks of the current branding to update and refresh the design, as well as mocking up new rollouts and motion media.