Rebranding an iconic Wellington bakery

Shelly Bay Baker came to me in 2022 with a common problem: they had a logo, but it wasn’t working where it needed to, and it was their only piece of branding. 

We began with a Brand Positioning process to really understand their business. Out of this came their new positioning line: Real. Good. Bread.

Together we decided to redesign the logo while keeping cues from the original, and optimised for single-colour print across packaging and signage for maximum recognition. I designed a typographic system and iconography to complete the rebrand. Stripped back, contemporary, and instantly recognisable.