Originating from the romance and passion of Seine, we hope to bring beautiful memories and experiences to all those who loves baking through our bread. It is a warm and heartfelt bakery filled with happiness.
To preserve the mission and vision, we collected insights from over two hundred surveys and interviews with the founder, and identified Shakespeare’s three most important core values — quality, life, and emotion. To people, Shakespeare is not only a bakery that makes delicious bread but also a comforting and relaxing neighbor. Through rebranding, we amplify the brand’s delightful satisfaction in daily life. We aim to transform every bite of bread into a taste of pure happiness, brightening the lives of every customer.
For the core values, we kept elements of the chef, bread, and cat from the old logo and redrew them in a warm style that’s endearing without being overly cute. By grouping the elements together and exaggerating the proportions of certain objects, we addressed previous issues of unclear identification and overly dispersed focal points. We also redefined Shakespeare’s brand colors with a tone that’s both stable and friendly. The auxiliary graphics continue the character style from the logo, incorporating different breads into daily scenes, presenting the brand’s spirit and style of ‘everyday romance.’
Xiao-wen Su / Yuan-jie Cheng / Zhi-hao Yeh