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Fruity cereal. Peanutbutter and jelly. Cookie dough. What do these flavors have in common? They're American-inspired, nostalgia-tinged and taste damn good as macarons.
In 2012, Dana Loia turned her macaron-making side business into a full-time endeavor with one simple vision as her driving force: to take the traditional French pastry, the macaron, and inject it with sparks of good ol’ American flavor.
And so, Dana’s Bakery was born.
Combining Loia's French savoir-faire techniques with her favorite childhood treats, Dana’s Bakery has a rebellious attitude that sets it apart from other dessert brands. To honor Loia as a creative force in the otherwise traditional world of bakeries, our task was to capture her pioneering spirit through a new visual identity system.
The team drew inspiration from the brand's tension between classic French techniques and an American rock-and-roll attitude. After all, Dana’s Bakery is nonconformist, but progressive. Sweet, but scandalous. Classic, with an edge.
We sought to expose the beauty of this dichotomy by dialing up the visual and style elements from her original branding—like the color purple—and giving it a fresher, louder and more modern feel.
The design team built an expanded kit-of-parts and created a compelling circular symbol derived from the initials of her brand name: D and B. The new symbol is also the shape of Dana’s current (and future) products, the macarons themselves.
Furthermore, Dana's new DB symbol stands alone as an art form in itself, harkening to the craft of Dana’s technique and personification of her disruptive macaron bakery.
We also crafted a bolder voice for the brand, which plays a significant role in our new visual identity system as a whole. Strong exclamations like "Show us your macs" and "Dana does it best" introduces Dana's as a no-f**ks-given brand. After all, these macs are as delicious and daring as they come.
Lastly, the marriage of a new color palette (purple, black and gold) with a bold tone of voice debunks the myth that a bakery must be soft, feminine and represented through pastel colors.
Dana’s is classic, with a twist, and her brand should evoke that, too. Ultimately, our new visual identity system leverages the beauty of juxtaposition, between her French training and her irreverent American creations.
Dana’s Bakery’s new visual identity system rolled out in the United States in early 2017. The new packaging and visual identity system helped to elevate the brand, giving it stand out amongst its competitors.