Strategy, branding and design solutions for artisan sourdough bread

We partnered with Lo'N'So, short for Loaf and Sour, to position their artisan sourdough bread as the healthier choice in a market hungry for better eating options. Through strategic branding, creative direction, and thoughtful design, we helped Lo'N'So rise above the competition as a premium, health-focused bakery.

Lo'N'So is a unique artisan sourdough bread-making shop, where each loaf is carefully crafted with care and precision. 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 worked closely with them to shape their business and brand strategy, while also designing their brand and visual identity, packaging, and print.

Work we did

Naming Positioning Brand & Visual Identity Creative Direction Packaging Design Print

Timeframe

Dec — January 2021 — 2022

logo design, branding, visual identity, packaging design, logo presentation branding for handmade leather bags

Brand Positioning

When the founders of Lo'N'So approached Brandiaq, they had a clear mission: to develop a strong, differentiated brand identity that would resonate with health-conscious consumers and stand out in a crowded marketplace. Our task was to help them communicate their commitment to quality, natural ingredients, and the nutritional benefits of sourdough bread.

Our approach was strategic and collaborative. We worked closely with Lo'N'So to identify their unique selling points and craft a branding solution that would meet their objectives and resonate with health-conscious consumers. The first step was to develop a brand positioning strategy that highlighted the benefits of sourdough, like its lower glycemic index and its ability to help control blood sugar levels. We also emphasized the nutritional advantages of whole grains, which are packed with fiber and essential nutrients.

The messaging was crafted to be consistent across all touchpoints, from the website to packaging and in-store experiences. We focused on communicating the health benefits and the traditional bread-making techniques that Lo'N'So is proud of. This focus on wellness became a cornerstone of the brand’s identity, helping them differentiate from other bread-making shops.

The packaging design was another critical element of the brand. We created a design that was both functional and visually appealing, using a clean, minimalist aesthetic with playful touches. The brown paper bag and string closure conveyed the handcrafted nature of the bread, while bold typography and simple illustrations provided essential information about each loaf.

Lo'N'So’s visual identity was designed to communicate the artisanal, handcrafted nature of their sourdough bread. The logo, organic and hand-drawn, evokes the texture of flour being shaped into bread. We created variations of the logo to adapt across different media, ensuring that Lo'N'So’s gourmet offerings were consistently represented.

Our work didn’t stop at the visuals. We also explored various packaging options with the founders, settling on a sustainable and practical choice that aligned with their values. This packaging not only educates customers about sustainability and healthier eating habits but also reinforces Lo'N'So’s commitment to quality craftsmanship.
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Our bread is made using traditional techniques that have been passed down for generations, ensuring that each loaf is crafted with the same care and attention as it was 100 years ago. We use only the highest-quality, organic ingredients to create a bread that is not only delicious but also healthy and nutritious. This commitment to authenticity and quality is at the heart of our brand positioning strategy, and is what sets us apart from other bread-making shops.

Our collaboration with Lo'N'So resulted in a strong and differentiated brand identity that established them as a premium artisanal sourdough bread shop. By clearly and consistently communicating their unique selling points—quality, natural ingredients, and nutritional benefits—we helped Lo'N'So stand out in a crowded market. The visual identity and messaging resonate with their target audience, positioning Lo'N'So as a leader in the artisanal bread industry.

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