FUJI BAKERY

Brand Identity Refresh, Visual System

Instructor

Gabriel Stromberg

Tools

Indesign
Illustrator
Glyphs 3

Timeline

8 Weeks

Overview

Fuji Bakery is Japanese-French fusion artisan bakery dedicated to providing its customers with the highest quality in ingredients, taste and presentation. They have a commitment to producing high quality, healthy, and freshly baked goods to people in Seattle. This rebranding was done to refresh their current style and make it more playful, personal, and unique.

Visual system

After brainstorming and researching, I knew I wanted to lean into the homemade quality of the baked goods and how freshly baked bread can evoke a sense of nostalgia. I achieved this by adding personal, hand-drawn touches to the branding, and picked colors that would speak to pastries and bread.

LOGO MARK

The final logo mark is a simple type-based lockup. The connection of the dot over the J and I is a call back to the Japanese nature of the bakery. The square shape is a reference to Fuji's famous Shokupan bread loaves, that are perfect squares. The handwritten font and the rough texture are nods to the handmade qualities of their pasteries.

ICONOGRAPHY

Every icon is drawn with only a single connected line, a reference to the brush strokes that Japanese calligraphy uses. The rough texture is used again here, to showcase the handmade quality. Finally, the curves and loops are used to highlight the fluffy elements of the baked goods.

DISPLAY TYPEFACE

To continue honing in on the homemade quality of the brand, I created a customized handwritten typeface that matched the logo mark. I wanted it to have the elements of a handwritten typeface (rough edges, round apertures), while keeping the neatness of standard sans-serif typefaces. I named this typeface "Fuji Hand".

Color Palette

To cement the brand as a bakery, I picked neutral colors that alluded to bread and various sugars. To give the brand more depth and a little pop, I brought back the magenta pink that was used in the original Fuji brand, but toned it down ever-so-slightly.

FInal Deliverable

For the final submission, we were required to submit a full identity manual. This was my first time making one to this extent. Ultimately, I'm very proud of the way this turned out and how the whole project came together.

To view full brand guideline PDF, click here.