BrandOpus Refreshes Bakery Chain’s Identity
BrandOpus has revealed a refreshed brand identity for leading fast-casual restaurant chain Panera. The bakery-cafe brand, with more than 2,100 restaurants nationwide, was looking to increase relevance among consumers and to redefine the brand to be abundant and welcoming in its expression.
The “Mother Bread” mark is now reimagined in a more contemporary style and is the focus for the visual identity. More youthful and dynamic, her hair flows wild and free, evoking a sense of untamed abundance. And by actively breaking bread, the new logo quickly codes a feeling of togetherness and generosity.
Panera’s distinctive colors have been maintained but they have been evolved alongside an expanded palette to give the brand a fresher and more energized feel. The new holding shape is handcrafted to reflect a bread oven. Moving away from the previous square shape design, it creates a feeling of warmth and comfort.
BrandOpus CEO and founder Nir Wegrzyn comments: “Inspired by the passion and abundance of the brand, the revitalized design is a radical revolt against food restrictions today. It’s a rediscovery of the pleasure that comes with eating delicious, fresh food and we’re excited for the world to experience it.”
Adds Eduardo Luz, chief brand and concept officer, Panera: “Panera has always been a bakery first that carries its tradition and welcomes people in a warm environment, and we wanted our visual identity to better tie into that story… We want the world to feel excited about food and we’re eager for our new visual expression to do just that.”
