165x165 river road bakehouse logo

PROJECT

River Road Bakehouse

CLIENT

ACE Bakery
Shikatani Lacroix designed a logo and packaging for ACE Bakery’s new brand of artisan bread, River Road Bakehouse. The brand was developed to fill the gap between the company’s entry-level artisan brand, La Baguetterie, and its premium ACE Bakery brand. The final designs for River Road Bakehouse highlight the freshness and authenticity baked into every loaf of bread. The products hit grocery store shelves in February 2017.

Related Services

Brand Delivery
Brand Engagement
Brand Strategy
Packaging Design
Share on twitter
Share on linkedin

BACKGROUND

ACE Bakery was built from a craving for better bread – better than the ubiquitous, bland, sliced, white bread available at most grocery stores in the early 1980s. That’s when the bakery’s founders, in pursuit of delicious, French-style bread, built a bakehouse in their backyard on River Road. After decades of growth and expansion, the company they founded has become synonymous with high-quality artisanal bread. Having already established their reputation for premium and entry-level artisan breads, ACE Bakery decided to expand into the mid-tier artisan market, which is substantial in Canada and the U.S. By targeting Gen X families, River Road Bakehouse would provide a premium product at a mid-tier price to consumers who value quality, convenience, and ready-to-eat goodness.

The Challenge

Due to the popularity of ACE Bakery’s other brands, it was important to ensure that River Road Bakehouse products stood out on grocery store shelves without cannibalizing sales of La Baguetterie or ACE Bakery breads. Additionally, River Road Bakehouse products needed to be differentiated from competitors in the mid-tier artisan market, which meant avoiding common themes and colors in the baked goods aisle. The brand’s logo and package design also needed to communicate River Road Bakehouse’s commitment to fresh, high quality, GMO-free products without artificial ingredients. That distinction is part of what makes the brand unique in the mid-tier artisan market.

Our Process

Define

The creative process began with extensive research into competing brands and other artisan labels to determine what the River Road Bakehouse logo and packaging would need to stand out on the shelves and entice shoppers. It was important for the bread to seem accessible and easy to incorporate into consumers’ everyday lives while simultaneously speaking to the product’s quality and freshness. Shikatani Lacroix presented a range of concepts and potential logos to the client.

Design

Shikatani Lacroix designed a logo and packaging for ACE Bakery’s new brand of artisan bread, River Road Bakehouse.
spd logo

PROJECT

SPD Bank

CLIENT

SPD Bank

Related Services

Brand Delivery
Design Innovation
Digital Experiences
Environmental Design

After the success of our collaboration on China Zheshang Bank, SLD again partnered with MetaThink, a leading Chinese strategic branding and innovation firm, to design an updated look for Shanghai Pudong Development Bank which that would highlight spdb+, its new online-to-offline banking concept.
Share on twitter
Share on linkedin

BACKGROUND

Since its start in the early 1990s, Shanghai Pudong Development Bank (SPD) has grown quickly in the highly competitive Chinese banking industry. By now, the bank operates a national network of 41 branches and over 1,700 banking outlets across China and the number of employees has exceeded 48,000. It stretches across China and caters to both the retail and institutional markets. Since its public listing on the stock market, SPD Bank has been ranked among the Top 100 Listed Companies in China by Asia Weekly for several consecutive years. In February 2017, SPD Bank ranked 18th on the list of “Top 500 Banking Brands” released by the British magazine The Banker, with a brand value of USD 11,963 million, making it the 6th among Chinese banks. In May 2016, SPD Bank ranked 57th on the list of Forbes Global 2000 – 12th among the Chinese companies and 7th among the Chinese banks. Banks in China are mandated to undergo periodic redesigns and SPD retained MetaThink to develop their new position and identity. As part of a strategic plan to ensure thay they stay up-to-date with the latest trends, MetaThink was engaged to further brand the digital banking platform under the spdb+ name. In order to reinforce the new digital banking spdb+ experience, the leadership team retained MetaThink to develop the new customer branch experience. For its 2016 redesign, SPD called on SLD and our China-based partner, MetaThink, to reimagine four SPD bank branches in Shanghai, Tianjin, and Changsha and to develop prototypes with a planned nationwide rollout.

The Challenge

The greatest challenge of this redesign was finding a cohesive modern style that would unify the look of each branch while still allowing enough variation to identify the different new digital banking services offered in each part of the bank. The lobby area, for instance, needed to be welcoming and attainable while the VIP area required an innovative and modern look. SPD also wanted to highlight spdb+, its new online and offline banking platform, with a high-tech, contemporary design that would outshine its largest competitors.

There was also a strict timeline in place to ensure that construction could start on the first branch location in December 2016, just six months after SLD was chosen for this project.

A cohesive modern style that would unify the look of each branch
Previous
Next

Our Process

Define

To better understand SPD’s needs and expectations, SLDNXT worked with MetaThink to explore new brand guidelines before creating three potential concepts. When the final concept was approved, SLDNXT began creating the environmental designs for all four branches.

These designs were based on creating a sophisticated, contemporary feeling that would emphasize SPD’s commitment to cutting-edge technology while making customers feel comfortable and welcomed.

In October 2016, MetaThink and SLDNXT travelled to Shanghai to meet with suppliers and the construction team that would bring our design to life. This ensured that each SPD branch would be redesigned with the highest quality materials available and with a focus on details that would help the brand stand out from its competition.

Design

The final branch design features clean, white fixtures with light touches of wood and the SPD brand colors to create a familiar, welcoming feeling bolstered by the latest banking technology. Halo lighting brightens the lobby and customer lounge while large digital screens in the spdb+ area showcase the bank’s innovative new services. These features, and the comfortable, modern bench seats throughout the branch, invite bank customers to explore the newest products and services available.

Deliver

In December 2016, MetaThink and SLDNXT conducted their final walkthrough of the Shanghai branch – the first prototype for our design concept. Early feedback from the Chinese media indicates the branch’s refreshed look will help revitalize the neighborhood and Shanghai Pudong Development Bank is enthusiastic about the three remaining branches to be remodeled.

Since its public listing on the stock market, SPD Bank has been ranked among the Top 100 Listed Companies in China by Asia Weekly for several consecutive years. In February 2017, SPD Bank ranked 18th on the list of “Top 500 Banking Brands” released by the British magazine The Banker, with a brand value of USD 11,963 million, making it the 6th among Chinese banks. In May 2016, SPD Bank ranked 57th on the list of Forbes Global 2000 – 12th among the Chinese companies and 7th among the Chinese banks.

Banks in China are mandated to undergo periodic redesigns and SPD retained MetaThink to develop their new position and identity. As part of a strategic plan to ensure thay they stay up-to-date with the latest trends, MetaThink was engaged to further brand the digital banking platform under the spdb+ name. In order to reinforce the new digital banking spdb+ experience, the leadership team retained MetaThink to develop the new customer branch experience. For its 2016 redesign, SPD called on SLD and our China-based partner, MetaThink, to reimagine four SPD bank branches in Shanghai, Tianjin, and Changsha and to develop prototypes with a planned nationwide rollout.

River Road Bakehouse chose a strategy that uses vibrant and contemporary design to make a distinct impact in store. With bright, bold colors and strong visuals, this concept stands apart from the crowd and pulls in consumers who might otherwise pass it by. The complementary colors create unity across the brand while differentiating each SKU and leaving room for future brand extensions and innovations. A large window in the packaging allows the product’s freshness to speak for itself – an idea highlighted by wholesome illustrations of wheat to remind consumers of the all-natural ingredients that go into every loaf of River Road Bakehouse bread. The final logo for the new brand takes visual cues from its name to paint a picture of the original backyard bakehouse that inspired this label. The authoritative font and the playful blue wave pay tribute to the bread’s artisan quality with a subtle nod to the brand’s River Road origins.

Deliver

River Road Bakehouse was introduced to Canadian consumers in February 2017. Emboldened by the brand’s eye-catching logo and colorful package designs, the five SKUs designed by Shikatani Lacroix are capturing the attention of discerning shoppers nationwide.

TORONTO

jplacroix@sld.com
416.367.1999

SHANGHAI

tma@sld.com
021.62455822

Proud Member of