FARINA
How do you preserve the authenticity of an Italian bakery while including an elegant and modern touch?
THE SOLUTION
THE CHALLENGE
This look needed to capture the high-end restaurant vibe without being luxury, and simultaneously the comfort and familiarity of a family owned business. Communicating Farina as a maker of fine foods as well as an everyday experience was a top priority.
Farina brings traditional european flavors and a modern touch to your daily bakery experience. The identity combined these two worlds into one — a neighborhood shop for a daily loaf of bread as well as an ornate pastry for a special occasion.
‘Farina’ means flour in Italian which lends some of the european grandmother’s cottage vibe that the brand aspires to.
BAKERY NAME AND MOODBOARD
Wood, rock and linen textures evoke a countryside cottage while glass, gold and digital art bring us into the present.
The Dunhill script was working but I didn’t like the ‘F’ or the ‘R’ that came with the font so I experimented until I found the right one.
TYPOGRAPHY AND SYMBOLS
I liked the idea of a chocolate drizzle but the first few iterations looked too much like dripping blood or paint.
REFINEMENT
Subtle changes in tracking, and logomark size and placement.
The final version of the ‘F’ was a combination of a few different iterations including a flat cap and slit in the ascender.
COLLATERAL
The picnic basket kit is meant to aid in business fundraising for Farina. It gives prospective investors a feel for the branding, style and position of the company as well as the business plan and go to market strategy.
STATIONERY
