Rebranding for Bakery Bakery by Snask

The Swiss bakery chain Bakery Bakery presents a new brand identity. With a new logo, fresh imagery, revised packaging and merchandise as well as a new website, the company is opening a new chapter: Bakery Bakery is more than "just" a bakery.

The new brand identity will be introduced gradually: The website and merchandise will be available from November 10, with the new packaging to follow in the coming months. With the rebranding, Bakery Bakery is making it clear that design, communication and brand experience can also be groundbreaking in the bakery industry.

"We wanted to show that a bakery can also be a cultural brand, a meeting place - and not just a product. Every detail, from the typography to the packaging, was designed to convey our identity clearly and confidently. I come from a brand strategy background, so it's essential for me to first define the feelings we want to trigger before we communicate them in marketing," explains Saba Sandahl, CMO of Bakery Bakery.

Bakery Bakery enlisted the support of the Stockholm-based agency SNASK, which is known for its unconventional and playful concepts. Together with in-house designer Adriana Fabbricatore, founders Kevin Schmid and Lycra, and a dedicated in-house team, they created an image that clearly stands out from traditional Swiss bakeries.

Bakery Bakery is the first vegan bakery in Switzerland. Its branches in Bern, Zurich and Basel provide the three major cities with fresh, delicious vegan baked goods. The idea of opening a purely vegan bakery was born in summer 2019, when founders Kevin & Lycra worked closely with a baker to refine the recipes. After months of experimentation, even experienced bakers could no longer tell the difference between vegan and animal products.