B&B studio has created a new brand identity, visual world and packaging design for Toast – the planet-saving, certified B Corp brand that brews beer from surplus fresh bread and uses its profits to help fix the food system.

The new identity leads on the message of ‘Toasting Change’ and puts the brand’s planet-saving potential front and centre – a shift in emphasis from the existing ‘Brewed with Bread’ tagline. Instead, a rousing toast to the “bakers, brewers, landlords and punters saving the planet over a pint” acts as an expansive manifesto for the brand, while the tagline ‘Here’s To Change’ sits alongside a new logo.

The logo features a condensed Toast wordmark, symbolising collaboration, unity and the “clinking glasses” of toasting. This is enclosed in a circle device synonymous with the circularity of the brand’s product, the head of a pint of beer, or even the planet itself.

The tone of voice is an important factor behind the brand identity, with a motivational call to action that is optimistic without detracting from Toast’s monumental and critical mission. On pack, the logo is accompanied by clear colour coding and tasting notes that integrate the brand’s product and its purpose.

Shaun Bowen, a co-founder at B&B studio, says: “It’s a delicate balance to emphasise a brand’s ethical mission without overshadowing communication around the product. Luckily with Toast Ale, purpose and product are perfectly intertwined as the beer itself takes the first step toward fixing the food system.

“The new brand design and communications are motivational and celebratory, doing justice to the great Toast purpose. The brand mission has been defined with a calling that people can feel proud to drink to. It has been a real privilege to work with a team that is so committed to their cause in a climate where so many simply pay lip service to the purpose.”

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Author:

Andy Mallalieu

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