DEROSAS rebrand
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In today's competitive market, businesses must continuously evolve to stay relevant and appeal to their target audience. I had the opportunity to work on an exciting project: the rebranding of a local bakery in my hometown of Olbia, a city in the island of Sardinia, Italy.
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introduction and approach
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Derosas, a beloved bakery with a rich history, had been struggling to connect with the evolving tastes and preferences of new customers. Recognizing the need for change, they approached me to revitalize its brand identity and positioning.
With a focus on highlighting the cultural heritage of Sardinia while appealing to a modern audience, the challenge was to create a fresh, inviting, and contemporary brand that would resonate with both loyal patrons and new customers alike. Olbia is a tourist-heavy city so we also came up with the idea of including elements of Sardinian nature and history in our research, with the goal of making Derosas a landmark that tourists add to their journey when they visit.
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moodboard/inspiration
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To begin the rebranding process, I conducted a market research and analysis to understand current bakery trends and historical correlations between bread and popular Sardinian symbols.
Based on the insights gathered during the research phase, I developed a comprehensive brand strategy that focused on three key elements:
1) Brand Identity: I crafted a new logo that blended the bakery's traditional elements with a modern aesthetic. Using the shape of an ancient Sardinian object used to create decorations on bread called "Pintadera", I created a simplified version of that and integrated it with the typeface. The new logo and its variations represent the bakery's heritage, quality, and craftsmanship while incorporating fresh and inviting design elements, like the shape of the island of Sardinia.
2) Visual Language: A carefully curated color palette and imagery based on the colors of the Sardinian flag and of the famous Sardinian "Carasau Bread" were chosen to evoke warmth, nostalgia, and a sense of artisanal craftsmanship.
3) Packaging and Merchandising: I designed a new packaging based on the shape of wheat that not only showcased the bakery's products, but also served as a canvas for the brand story.
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pATTERN CREATION
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I took the new simplified Pintadera and used it to symbolize wheat by creating a new shape. This new shape will be repeated multiple times to create a new pattern that simulates a field of wheat. This will be used as a main decoration for the bread packaging.
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