ABOUT

Redefining Panera, one of America’s biggest and most loved fast-casual restaurant chains, to inject pleasure and enjoyment back into the brand. A true pioneer of clean food, Panera needed to reimagine how they were showing up in the world – from their brand strategy right through to their visual identity. We set out to change the meaning Panera conveys and shift the narrative from naturally healthy to something a little more indulgent and pleasure driven.

We dialed up deliciousness by crafting a more welcoming identity rooted in the idea of ‘breaking bread’. A simple act that symbolizes generosity and bringing people together. Reimagined in a more contemporary style, the Mother Bread logo expresses warmth as she breaks bread and engages with us directly. More youthful and dynamic, her hair flows wild and free, evoking a sense of passion and energy.

We’ve redrawn Panera to make it more free-flowing and hand-written, bringing greater naturalness and authenticity to the wordmark. A new distinctive holding shape, inspired by a bread oven, creates a feeling of warmth and comfort, whilst Panera’s iconic color palette has been maintained yet evolved to feel fresher and more energized. Last but not least, simple and confident hand-drawn illustrations have been introduced to echo the ‘Mother Bread’ style, giving Panera the ability to express its untamed abundance across the brand world.