A.Baker is a hospitality offering in Canberra, Australia. U-P delivered the brand strategy for A.Baker and designed the brand, packaging and signage. The approach was informed by the bakery’s distinct set of characteristics: it’s new architecture, the heritage of the site and process of baking. The architecture came from the ground up, using natural materials, layered textures and an earthy palette. The heritage of the site is distinctly Australian and civic in nature. The process of baking is an artisan one that is directly connected to the hand. In response, the A.Baker brand is organic, textured, local, personal and visibly made by hand. The brand has been built through a collection of carefully crafted collection of assets.
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