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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.
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.
We drew inspiration from the brand's tension between classic French techniques and an American rock-and-roll attitude. We sought to expose the beauty of this dichotomy by dialing up the visual and style elements from her original branding – giving it a fresher, more modern feel.
The team built an expanded kit-of-parts and created a compelling circular symbol derived from the initials of her brand name: D and B.
Marrying a new color palette (purple, black and gold) with a bolder tone of voice (“show us your macs”), we’re debunking the myth that a bakery must be soft, feminine and represented through pastel colors.
Dana’s Bakery 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 standout amongst its competitors.