CASTA BAKERY
Casta is a chain of bakery & pastry shops located in Reunion Island. The twelve locations were recently acquired by new owners who felt the need to make their bakeries modern.
They didn’t want to keep the old design, which felt outdated. They took this rebranding opportunity to completely break away from the current bakery landscape.
THE GOALS
Define a brand that would resonate with the local population.
Reposition the bakery as top tier once again, after years of decreased satisfaction.
Engage with customers through copywriting.
Create a modern aesthetics that would separate the bakery from its competitors.
THE Brand strategy
It was back to the beginning for the new Casta team. In terms of brand, it meant reestablishing a mission, a purpose and brand values. It also meant studying the customers to identify the gap between what they were thinking about the brand today compared to where Casta wanted to be tomorrow. Finally we established a roadmap to build the brand from the ground up and reconnect with the neighborhoods.
THE CONCEPT
The new management team wanted to bring modernity into a space filled with tradition. So we worked to keep clean lines and clean type throughout all designs. The only piece that stands out and gives a nice contrast to all those lines is the monogram. The simple letter C coupled with the image of the french baguette is the perfect visual for this brand.
THE Brand identity
On a small island, trends come in slowly and fade away even slower. So bringing a modern aesthetics in a market full of tradition was not easy. So we decided to go for a clean and modern look. We create a big map illustrating all twelve of the neighborhoods the brand had shops in. These maps can also be used together as patterns, and would help cement Casta as an integral part of their neighborhoods.
