Charlie Smith Design Charlie Smith Logo Studio 22,
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Charlie Smith Design

Charlie Smith Design

Breadblok — Brand Stretch, Packaging and Website Refresh

Digital   Identity   Packaging   Print

The Charlier family have been preparing food on their farm in Provence, France, for three generations. With the belief that Organic and Gluten-free food should also be delicious they have opened their first bakery, BreadBlok in Santa Monica, California.

BreadBlok approached Charlie Smith Design to refresh and extend their range of brand assets which we then applied to new packaging and a refreshed look and feel for their website.

Taking inspiration from the ingredients and the natural surroundings of the Charlier’s family home in Provence and Bakery location in Santa Monica our work introduced splashes of pattern and colour in a more bold, playful and organic way. The use of colour and contemporary typography are paired with a large amount of kraft for many pieces of packaging to reinforce the natural and organic elements of the bakery.

One of the key considerations for the packing was Santa Monica’s new rules and guidance for disposable food service packaging which meant that all packaging needed to be marine degradable and plastic free. We worked closely with BreadBlok to identify the different packaging solutions that would be needed and how the identity should sit across these. We procured suitable suppliers in the US ensuring all packaging designs met, if not exceeded legal requirements.

As well as refreshing the BreadBlok website including commissioning illustrator Sarah Maycock to create an illustration of the bakery, we worked with the brand to adapt the site and accommodate a new delivery service in response to the COVID-19 crisis.

Speaking about the work Chloe Charlier said “Our new visual identity and packaging will bring visitors to our beautiful new bakery for years and years to come, but in the challenging few months ahead of us, this rapidly developed, on-brand website, will ensure that even while isolated at home, our customers can continue to enjoy a croissant, a tartlet, or whatever it is that brightens their day.”

Photography: Lucianna Mcintosh