BrandOpus develops ‘warm’ new identity for Panera

Global creative agency BrandOpus has revealed a refreshed brand identity for American fast-casual restaurant chain Panera, which was looking to increase relevance amongst consumers and redefine how the brand showed up in the world.

The research into the brand led by BrandOpus indicated that Panera needed to be more abundant and welcoming in its expression. The “Mother Bread” is now reimagined in a more contemporary style, and is the focus for the new visual identity. Aiming to be more youthful and dynamic, her hair flows wild and free, evoking a sense of untamed abundance. By actively breaking bread, the new logo seeks to express feeling of togetherness, generosity and warmth. Its ‘Mother Bread’ mark is named after the more than 30 year old sourdough ‘Mother’ starter that its bread is still made from today.

“Our biggest challenge was preserving vital memory structures from Panera’s rich heritage, whilst tapping into new associations rooted in pleasure, enjoyment and warmth. Inspired by the passion and abundance of the brand, the revitalized design is a radical revolt against food restrictions today. It’s a rediscovery of the pleasure that comes with eating delicious fresh food and we’re excited for the world to experience it,” says Nir Wegrzyn, CEO and founder of BrandOpus.

Panera’s colour palette has been maintained but was evolved alongside an expanded palette to give the brand a fresher and more energized feel. The new holding shape is handcrafted to reflect a bread oven. Moving away from the previous square shape design, it creates a feeling of warmth and comfort.

“Panera has always been a bakery first that carries its tradition and welcomes people in a warm environment, and we wanted our visual identity to better tie into that story. Teaming up with BrandOpus, we believe the new identity captures and unites the new direction of the brand, while remaining true to our rich bakery heritage,” says chief brand and concept officer of Panera, Eduardo Luz.