Baker & Baker is a new concept for a bakery in Dubai.
Anna Maria Herreras and her partner John Baker, left their corporate jobs in Manhattan.
They will miss most of the people but none of the processes of a corporate life.
Their new project involves only flour, water, a pinch of salt, and manual labor.
Tons of messy manual labor.
I love NY.
Baker & Baker is a tribute to an ideal place in time, the late 60s and early 70s in the city that never sleeps. I used this opportunity to give a tribute to designers of the time like Herb Lubalin, Paul Rand, Milton Glaser...
Logotype as a brand.
The whole graphic language of the bakery branding and collateral is simple. It leverages in the bold use of the black and white colors, and the shapes of a carefully crafted logotype inspired by the business concept.
There is a pop-retro-elegance to the logo lock-up. the line "bread associates unlimited" is my client's tongue in cheek statement. A reminder of their past corporate life an a driver to future success.
Flour still needs to be white.
Just imagine opening a black sack of flour to get your hands white. Mind blowing.
Thank you for watching.
