Shure Bakehouse: Artisan Bread Through Traditional Methods
Situation: Creating Brand Identity for Artisan Bakery
Shure Bakehouse is a bread artisan/baker, maker of delicious handmade bread and goods. Mostly known for cinnamon braid loaves made with butter, cinnamon, and sugar, all-natural ingredients along with biscotti, cookies, and some cakes.
Whether you’re looking for a quick bite, gourmet bread, or pastries to complement an at-home meal, you can expect superior ingredient quality and excellent customer service. Using traditional baking methods, genuine locally grown organic ingredients, and old ceramic ovens, this authentic bakery produces heartwarming bread that is popular in not only their local community but is slowly gaining momentum from other parts of the state.
The artisan bakery market requires brands that communicate authenticity, quality, and local connection. Shure Bakehouse needed a brand identity that would reflect their commitment to traditional baking methods and locally grown organic ingredients.
Task: Create Simple Iconic Brand Focusing on Wheat
Located in Santa Fe, Shure Bakehouse came to Spellbrand to help them create a simple and iconic logo that focused on wheat. The challenge required:
- Wheat focus: Logo design that focuses on wheat
- Simplicity: Brand identity that is simple and iconic
- Authenticity: Visual identity that communicates traditional baking methods
- Local connection: Brand that emphasizes local, organic ingredients
Action: Strategic Brand Development
Logo Design: Wheat Chaff Icon
The creative logo design team at Spellbrand came up with a bunch of different design directions with brand image icons that stand out, that are different but don’t necessarily have to be identified with one of those elements of baking—except for chaff of the wheat. The client chose the final design seen on this page which places emphasis on the name in bold modern font type with a minimalistic iconic design of chaff of wheat and enclosed by a rustic looking hand-drawn frame. The words “Santa Fe” are below the company name in all small letters.
This design approach:
- Connects to wheat: Chaff of wheat directly connects to bread and baking
- Ensures simplicity: Minimalistic design ensures easy recognition
- Suggests authenticity: Hand-drawn frame suggests traditional methods
- Emphasizes local: “Santa Fe” emphasizes local, organic ingredients
Result: Brand Identity That Communicates Authenticity
The brand identity we created for Shure Bakehouse successfully communicates their commitment to traditional baking methods. The comprehensive brand transformation delivers:
Strategic Outcomes
- Wheat focus: Logo design successfully focuses on wheat
- Simplicity: Brand identity successfully creates simple and iconic brand
- Authenticity: Visual identity successfully communicates traditional baking methods
- Local connection: Brand successfully emphasizes local, organic ingredients
- Complete brand system: Wheat chaff logo, rustic frame, and brand identity create unified experience
Implementation Success
Today, Shure Bakehouse uses this comprehensive brand identity to attract customers who appreciate handmade bread and goods made with traditional methods. The simple wheat chaff logo design creates immediate recognition while the rustic hand-drawn frame reinforces their authentic, artisan approach to bread making. The brand successfully positions Shure Bakehouse as Santa Fe’s premier artisan bakery known for cinnamon braid loaves, biscotti, cookies, and cakes made with genuine locally grown organic ingredients in old ceramic ovens, with brand identity that communicates commitment to traditional baking methods and locally grown organic ingredients.
