Knakal’s Bakery // Identity, Stationary, Brochure
A complete identity package designed for a small town bakery. Knakal’s Bakery, located in downtown Culpeper, Virginia, is facing steep competition with the convenience bakeries of Food Lion and Wal-mart, the primary commercial centers of the town. The bakery, opened in the 1930’s, has stood the test of time and established itself as a staple of the downtown culture.
Due to cheaper real estate costs, many DC employees began choosing Culpeper as their hometown, ready to face the commute. With this flux of new demographics, the downtown area has began to flourish in 2001, with many new and fresh venues cropping up in abandoned buildings.
The bakery has kept its original identity, a hand-drawn logo reminiscent of mid-century illustration styles. As such, many of the customers perceive the bakery as outdated and unable to evolve to survive the market whilst being surrounded with fresh establishments. While Knakal’s responds to the elasticity of market prices, their unique pastries, cakes, and baked goods were not done justice with their current identity.
The bulk of this identity focuses on clean, fresh lines. The integration of the whisk into the letterform stays true to the sans-serif nature of their historical sign, but punches into the new millenium, catering to an audience of younger professionals.
Advertising materials were not beneficial for this organization as they prefer to remain a “word of mouth” business, a tool that has kept them in business for over 70 years. The bulk of the work required identity research and design, a stationary set, and a large brochure for their special catering services.
