MINNEAPOLIS, (Sept. 14,
2009) — Duffy & Partners, the internationally recognized branding and design
firm, announces the addition of another client to its culinary portfolio. New
French Bakery, makers of Artisan
breads in the grocery, retail, food service and restaurant markets, tapped
Duffy & Partners to redesign the bakery’s brand, identity and packaging.
Since opening in 1995, New
French Bakery has rapidly grown from a small neighborhood bakery to a national
suppler of freshly baked artisan breads. The company bakes more than 700 varieties
of conventional and certified organic Artisan breads and rolls and distributes
to customers across the country. Prepackaged Take & Bake products, with a
three-day shelf life, are sold at supermarkets and retail outlets throughout
the United States. The company also has a strong food service business,
supplying restaurants and chefs with Par-Baked bread and rolls that can be
quickly prepared prior to serving.
Realizing that the
recession provided an opportunity for increasing market share and profits, the
company turned to Duffy & Partners for their track record of helping
growing companies break through to the next level of business, and for their
branding and design leadership in the food industry.
“Smart companies gear up
and break away from the pack during an economic downturn,” said Joe Duffy,
chairman and principal of Duffy & Partners. “Strategically investing in
refreshing a brand leads to increased sales, and positions a company to
maintain those sales into economic recovery.”
With an opportunity to
differentiate the New French brand, the new logo and design language provide a
graphic impact in the chaotic visual arena of the market. The classic
fleur-de-lis design of the original logo has been transformed to a simple,
sleek and straight to the point design, with the name of the bakery front and
center flanked by soft blue hues. Packaging for the take home products
introduce the shopper to the new branding with bold, simple words. ‘Take, Bake, Yum!’ appears in bold
letters that send an honest message to the consumer that the product enclosed
is no-nonsense and incredibly easy and fast to make, while at the same time
being beautiful, aromatic and delicious. Duffy created and designed signage for
in-store locations, as well as t-shirts, business cards and the company Web site.
“We wanted to talk about
bread in a fresh, honest voice while at the same time keeping things simple,”
said Duffy. “The smells, the feeling, the experience, passing it around at the
table; all of these things connect with the consumer at a deeper level.
Consumers are looking for authentic quality, which is exactly what New French
is all about.”
“We are still one of the
few privately owned operations in this business, which gives us the ability to
remain true to our Artisan techniques, use
the highest quality ingredients, truly understand our customers and enhance
their experience,” said Peter Kelsey, founder, owner and head baker for New
French Bakery. “Duffy & Partners used design to communicate our passion and
enthusiasm. With packaging and language that elevates the New French brand in
the marketplace, we are positioned for growth.”
The newly branded packaging
is now on store shelves across the United States, Bahamas and Cayman Islands.
Consumers can currently find New French Bakery products at Super Target, IGA,
Cub Foods, Hy-Vee, Kowalski’s, A&P and other national grocers. Consumers
can also order direct through the bakery’s Web site.