BOUDIN SOURDOUGH BAKERY (redesign)

Product: baked goods in the San Francisco sourdough artisanal tradition

Objectives:

• build on the brand association with San Francisco's reputation as a fine-food center
• introduce novelty baked goods without diminishing the brand's authority in sourdough bread
• position basic baked goods as a gift product as well as a staple
• convey that the brand bridges honored tradition and contemporary vitality