A full brand identity for a Knoxville cafe and bakery

project inclusions:

Brand Strategy
Brand Identity Design
Collateral Design
Brand Photography
Brand Messaging & Copywriting
Website Design
Content Marketing Services

about the brand:

Old Mill Bread is a Knoxville cafe and bakery with nearly three decades of experience serving the local crowd with awesome breads and sandwiches made from whole ingredients. Evan, is their new owner, and he wanted to take Old Mill to the next level with the culture they create around their brand.

PROJECT GOALS:

Old Mill is a secret Knoxville treasure - but Evan doesn't want them to be a secret for long. While Evan has contracts with big name grocery stores like Kroger, he's ready for everyone in Knoxville (especially the trendy, luxury restaurants) to know and love his products.

tagline:

CREATIVE DIRECTION:

The creative and visual direction for Old Mill seeks to blend quality with approachability. This isn't your everyday bakery - they're scratch made, they're inventive, they use only authentic and quality ingredients. But, in turn, they're also down-to-earth, approachable, and proud to be a 'hole in the wall' secret Knoxville treasure. The aesthetic is true to them - professional with a little grit, and a real concentration on making the genuine and trusting nature of the product shine through.

Proudly made locally in Knoxville, Tennessee

brand TONE AND DIRECTION:

Authentic
Proud
Friendly
Comforting
Bold
Scratch-made
Quality

Fresh
Genuine

— evan surrett, bakery owner

"Everything Liberty Type created is fantastic. They totally nailed everything we were trying to accomplish"

WEBSITE LINK:

BRAND ARCHETYPE: the regular guy/gal

The Old Mill Bread Company was founded with the local customer
in mind. Appealing to the everyday needs of our clientele, the Old
Mill Bread Company provides a freshness and quality guarantee
that projects dependability and authenticity. We strive to
understand our customers and provide them with professional
service that makes everyone feel comfortable and appreciated.