Objective: Our aim was to build the COBS Bread brand by baking "Celebrate Fresh" into everything, including brand identity, campaigns, product and packaging, local marketing initiatives, loyalty programs, training resources, and franchising programs. Within my role at COBS Bread, I collaborated with the agency, assumed creative leadership in-house and at photoshoots, and undertook the design of artwork (including Illustrations) to serve all teams across a variety of platforms.
Process: Our strategy was to blend precision and creativity, much like baking is both science and art. We paid attention to details for precision, consistency and approachability. We used cheerful colours, doodles, textural elements, and a charming tone of voice to exude creativity and joy (always adding a little smile).
Results: Our commitment to creating a strong brand has provided a lot of support to the franchise, delivering efficiency and uniformity during a time of high growth. Recognizable campaigns and artwork for community events furthered our efforts, resulting in increased awareness and engagement.
Creative Direction: Will Creative
Photographer: Clinton Hussey
Stylists: Melody Rhind, Jennifer Stamper
