BReD

Services Provided: Brand Identity, Illustration

How do you fuel up for a massive day on the slopes of Whistler Mountain? Carb-load. Organic sourdough has been Ed’s bread and butter since before moving to Canada from the UK.

Back in 2016, Ed and his wife Natasha were operating out of a local bistro’s kitchen, baking bread for their friends and network. They came to us when it was time to expand to their own location and needed branding to grow along with them.

Nowadays, you’ll find BReD’s dedicated patrons lining up to get their morning shot of direct-trade, Australian-inspired coffee and 100% plant-based treats before catching first lift. BReD by Ed has gained a cult-like status amongst Whistler locals and visitors alike.

Black and white icon of a slice of bread with wheat leaves at its centre. The loco also reads Bred.

Re-educating customers through wholesome, organic, plant-based sourdough.

A loaf of bread sliced in two. There are cranberries and nuts insides the loaf.
Black and white icon of a slice of bread with wheat leaves at its centre. The loco also reads Bred - Made by Ed
Black and white icon of a slice of bread with wheat leaves at its centre. The loco also reads Bred - Whistler, BC.
Glazed cinnamon rolls

Our Approach

We wanted to break away from the soft script typical of French bakeries. What evolved was a bold typeface that speaks to BReD’s plant-based values and experimental approach. 

Inspired by Swedish minimalism, the wordmark is a modified Bonn font kept bold yet breathable enough to hold strength across the 4 main letters. The icon is balanced with a similar line weight to showcase BReD’s clean ingredients and the original pan loaves that started it all.

The logo was created to showcase bread as the star of the show. “Made by Ed” was secondary, with the lowercase e giving a nod to the head baker. A black & white colour palette was selected to allow the bread and natural ingredients take centre stage.

Man taking a loaf of bread off a baking tray and placing it onto a cooling rack.
Two business cards - front and back, black and white - for Edward Tatton of Bred bakery
Two promotional flyers of a bakery advertising a 2 for 1 deal
Man and woman leaning on a bench drinking lattes and wearing black t-shirts
Black and white circle icon with the words: Organic Sourdough - Whistler, BC at its centre. The brand name Bred is also present, with the year 2019. The image at the centre is of a slice of bread with wheat grains, ocean waves, mountains and clouds at the centre.
Black circular icon with the words: Bred to Shred at its centre. Inside is also the image of a slice of bread with wheat leaves, mountains and the rays of the sun.
Blue, green and white tie-dyed t-shirt with a circular slice of bread logo and the words: Bred to Shred on its back

A partnership with Trees For The Future sees BReD working to protect our planet. A tree is planted in Africa for every coffee purchased.

Green foliage with the icon of a slice of bread and two people standing underneath an African tree overlayed in white overtop
Green Icon on it that reads: Bred - drink a coffee, plant a tree
A white takeout coffee cup with green writing on it that reads: Bred - drink a coffee, plant a tree
Green and white icon of a slice of bread. Inside, there is a mother and child standing underneath an African acacia tree
Garment tags in an earth tone, featuring a quote from the Dalai Lama and information about a campaign to plant trees in Africa

Although Asterix Studio works with many other clients, our company was always made to feel like we were their priority, on every occasion that we worked with them.

- Natasha Tatton
Man and woman standing in the doorway of a bakery
Black icon of a slice of bread with wheat leaves at its centre
Man holding two loaves of sourdough bread

Services Provided: Brand Identity, Illustration
Photos By: Darby Magill
Video by: Switchback Entertainment