Part of a women-owned and independently operated small collection of food service and restaurant businesses, Blue Collar Bakery is a full-service bakery located in Toronto.
Looking to establish a storefront presence on Bloor Street, they needed a customer-facing identity that was confident and clear, familiar, and captured the ethos of their baking — simple natural ingredients.
We based the logo on a geometric sans-serif font with an honest approachable tone and replete with idiosincracyes. We engaged the type foundry for character customizations, and further evolved the details into something completely bespoke.
A discrete serif typeface with distinctive architectural details was chosen to build up brand attributes like classic and trustworthy, which we paired with a working-horse neo-grotesque sans family — for use at small scale and in tight spaces.
The resulting identity toes the line between classic and modern, trustworthy and affable, and it is cohesive within the larger family of hospitality businesses the client runs.
