Michelle Geoghegan

Clarke’s are a family run bakery, cafe and catering business. I chose to rebrand them because their current visual identity does not match the great products and services they provide. The second reason was to increase their customer base within the student population of DIT Grangegorman, Dublin.

I felt a rebrand would benefit them in a number of ways. It would help them to gain new customers for the bakery and cafe, it would allow them to differentiate themselves online from other bakeries which would increase their catering business and it would future proof them from competition coming into the area. The objective of the visual identity would be to transmit the core values of the company such as traditional, home, natural, roots, high quality, friendly and unpretentious.

The illustrations of old objects represent the sixties era when the bakery was founded. They represent the nature of the bakery as a take away (the bike) and enjoyed at home (TV, radio and telephone). They also express the reality that Clarke’s cafe is like a home from home for many of their customers.

The three colours of pink, green and blue represent the three arms of the business - bakery, cafe and catering. The pastel shades compliment the nostalgic homely feel of the illustrations. The typeface is a humanist slab which is warm, open and friendly. The layout was kept as simple as possible to let the strong core concept come to the fore.