Jolly Good American British Cafe

The Problem

I was tasked with creating a visual identity and co-developing the brand for Jolly Good Bakery. The concept of the bakery was to deliver excellent, updated classics from Great Britain and the American South that are made from scratch with locally sourced, seasonal ingredients. Its ambition is to be a thriving bakery that supports the community and delights customers so much they want to tell everyone about it. 

The Solution

Core brand values were created in close collaboration with the owner of the bakery that provided a solid base for the visual identity. As well as this the national duality strongly was also used as a basis for the communications. Two contrasting fonts were used to convey the British and American identities as well as copy lines that had two distinct points to them. A informal quirky tone of voice was created to reinforce the values of the brand.