Case study · 01 / 08
Marrow & Rye
A neighbourhood bakery with a serious loaf.
Sample content
01 — Brief
What we were asked to do
Marrow & Rye needed an identity and a pack system for bread, pastry and a small grocery line. The previous mark was a wheat sprig, and the bags looked like everyone else’s.
02 — Studies
Drawing before deciding
03 — Identity
The mark we kept
We treated the bakery as a mill as much as a shop. The mark is two overlapping rounds — grain and loaf — in a warm, slightly stern palette. One bag structure covers the range. Colour does the flavour work.
04 — Compare
Before and after
The “before” is a sample of an unresolved identity, not a real previous brand.
Left: before. Right: after.
05 — Applications
In use
06 — Palette
Colour
- Bark#3C2415
- Crust#C4A574
- Ember#A33B24
- Flour#F4EDE2
- Soot#1A120E
Type
Fraunces & Outfit
A soft serif for the voice, a sans for the furniture around it.
07 — Results
What changed Sample content
Sample content. In a small in-studio panel, regulars called the new bags calmer and could pick the rye loaf from three plain alternatives.
18 of 20
Sample panel picked the loaf
6 weeks
To the first packed loaf
4
Pack formats, one system
Deliverables
- Logo system
- Colour and type
- Bag and label system
- Swing tags
- Counter cards
- Basic guidelines