Pressed

We've been featured on bakeryinfo.co.uk; in a news article on brand identity for, funnily enough, bakeries (what with a website name like bakeryinfo.co.uk). Christina here, was interviewed for the piece and below is an excerpt from the article.

If you wish to jump to read the whole article on the bakeryinfo website, click here 

" ...Another craft business that has enlisted the help of a design studio is London-based Euphorium Bakery. Crumpled Dog Design worked with the business to create a new brand identity to coincide with the opening of its shop at 79 Upper Street, Islington in spring 2009. It included work on a logo, packaging, menus, signage and the shops' interior.

Graphic designer Christina Wilkins, who worked on the project, says the importance of a great brand identity for independent bakeries really depends on the location. "A lot of the independents are fighting against the major multiples," she explains. "To have a strong brand and a presence in these areas is very important. But it's not necessarily as important in other locations."

When Euphorium found the location at Upper Street it decided it needed a bit of direction in terms of the shopfit and branding. "We contacted a number of firms," explains Euphorium operations director Andrew Green. "A lot of it was price-driven, but we asked the firms to come up with ideas about where they saw our brand going, and were most impressed with Crumpled Dog."

The project involved weeks of research, including questionnaires filled out by customers, as well as feedback from neighbouring businesses and suppliers. "It's really important to get the views of everyone involved," says Wilkins. She admits that projects like these "need to be budgeted for" carefully. The costs vary depending on the number of outlets and scale of the branding, for example. She says it has to be the right idea for your business "it has to fit like a glove" but in Euphorium's case, the work and cost is paying off. The bakery has seen lots more positive reviews on websites and blogs for example, says Wilkins. The re-brand has even featured in the book The Best of British Design 2010.

"When we opened the branch in May 2009, it was a great success and we realised we had found our ideal identity," says Green. Euphorium has subsequently rolled out the new branding across its seven-shop estate, with its 202 Upper Street outlet its first shop and site of its bakery just in the stages of its refurbishment and branding being completed. "It's about having a consistent brand message," says Green. "When you only have one of two shops, like we did for many years your product is your shop window, the quality of our products is what we traded on. However, our aspirations are to keep growing and have more and more shops. You cannot do that with an inconsistent message or a lack of direction." From a practical point of view, he says. it's also great to have a template for when you open your next new shop."