Strategy, branding and design solutions for artisan sourdough bread

Lo'N'So is a unique artisan sourdough bread-making shop, where each loaf is carefully crafted to perfection. The name itself, short for Loaf & Sour, reflects the bakery's passion for sourdough bread. Unlike regular bread, Lo'N'So's sourdough bread is a healthier alternative, as it is easier on our digestive system. We helped Lo'N'So develop their business and brand strategy, along with designing their brand identity, packaging, and print materials.

Work we did

Research Brand Positioning Visual Communication Brand Identity Visual Identity Creative Direction Packaging

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Brand Positioning

The founders of Lo'N'So approached Brandiaq with the goal of developing a strong and differentiated brand identity that would set them apart from other bread-making shops and resonate with health-conscious consumers.

Brandiaq's approach to branding is focused on developing a comprehensive strategy that sets businesses apart from the competition, resonates with the target audience, and helps achieve business goals. With Lo'N'So, we took a collaborative and strategic approach, working closely with the founders to identify their unique selling points and develop a customized branding solution that met their challenges and objectives.

The first step in the process was identifying the unique benefits of sourdough bread, such as its natural fermentation process and use of whole grains. We then developed a brand positioning strategy that emphasized these attributes and communicated the health benefits of sourdough bread, such as its lower glycemic index and ability to help control blood sugar levels. The brand positioning also highlighted the nutritional benefits of whole grains and the fact that they are a good source of fiber and other essential nutrients.

The messaging is consistent across all touchpoints, from the website to the packaging to the in-store experience. Lo'N'So's brand positioning, which emphasizes the health benefits and traditional bread-making techniques used in their process, is communicated through all messaging and visual elements. The focus on health and wellness is a key part of the brand's messaging and visual identity, as it helps to differentiate Lo'N'So from other bread-making shops and resonates with the target audience.

The packaging design is both functional and visually appealing, featuring a clean, minimalist design with a playful touch. The brown paper bag and string closure convey the handcrafted nature of the bread, while the bold typography and simple illustrations communicate key information about the bread, such as the type of sourdough and the ingredients used.

The overall visual identity and messaging were designed to communicate the artisanal, handcrafted nature of Lo'N'So's sourdough bread, while also emphasizing the health benefits and quality of their ingredients. The logo is organic and hand-drawn, with elements that resemble the flour when manipulated to make bread. Different variations of the logo have been created to adjust to all the media these "gourmet" delicacies are going to be on.

Our work with Lo'N'So helped to establish them as a premium artisanal sourdough bread-making shop that differentiated itself through its focus on quality, natural ingredients, and nutritional benefits. By communicating these unique selling points clearly and consistently across all touchpoints, we helped to create a strong and differentiated brand that resonated with consumers and helped Lo'N'So stand out in a crowded marketplace.
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The logo is organic and hand-drawn, with elements that resemble the flour when manipulated to make bread. Different variations of the logo have been created to adjust to all the media these "gourmet" delicacies are going to be on. We studied different packaging options together with the founders and landed on the sustainable, most practical option. This form of packaging educates the customer about sustainability and healthier eating habits, it gives them the confidence that the bread makers know their craft at a mastery level, and helps the staff be more effective when delivering.

Lo'N'So is a great example of how a comprehensive branding strategy can help a business differentiate itself and achieve measurable results. By identifying the unique selling points of their sourdough bread, we were able to develop a brand positioning strategy that emphasized the health benefits and traditional bread-making techniques used in their process. The visual identity and messaging were designed to communicate the artisanal, handcrafted nature of the bread, while also emphasizing the health benefits and quality of the ingredients. Overall, the work with Lo'N'So demonstrates the power of a strong and differentiated brand identity in establishing a business as a leader in their industry.

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