Specialty’s Café and Bakery

With San Franciscan roots dating back to 1987 and over 40 restaurants and counting, Specialty’s Café and Bakery is one of the fastest growing private companies in the bay area. As the brand enters into new markets, Specialty’s called upon CRP for a packaging redesign. Their goals were three-fold: first, to better educate the consumer about the company’s history, second, to provide a smart way of marketing their core beliefs and service offerings, and third, to reinvigorate the lunch hour. With a large portion of their clientele coming from corporate office environments, CRP drew design inspiration from a variety of sources, including downtown San Francisco signage and classic business attire.

CRP began by setting the primary color scheme for the program. A crisp white background was strategically selected to demonstrate the company’s commitment to fresh ingredients and professional customer service. The pop of red is inspired by the paint color of the Golden Gate Bridge, which is grounded by a classic American navy blue. CRP further animated the designs to include a timeless set of hand-illustrated elements such as the Specialty’s logo, Golden Gate Bridge, San Francisco skyline, and the café’s renowned chocolate chip cookie. Custom patterning provides a textural background, utilizing abstract wheat to simulate a classic herringbone suiting material. Understanding that the packaging many times is a centerpiece on the table during lunchtime meetings, the unique use of typography offers conversational personality that encourages customers to interact with the brand.

Deliverables

  • Logo & Brand Identity System Refresh
  • Corporate Packaging Redesign
  • Branding Collateral
  • Illustration

Specialty's Café and Bakery Before and after bag design Specialty's Café and Bakery package design suite
Specialty's Café and Bakery San Fransisco Bag Front and side design Specialty's Café and Bakery Bag front and side designSpecialty's Café and Bakery Lunch Package Design Specialty's Café and Bakery Cookies and Tissue paper Design Specialty's Café and Bakery window logo Specialty's Café and Bakery Catering Lunch Box Package Design Specialty's Café and Bakery Catering Lunch Box Package Design Close up Specialty's Café and Bakery Cookie sleeve Package Design Specialty's Café and Bakery Lunch Bag Package Design Specialty's Café and Bakery Paper Sleeve back Design Specialty's Café and Bakery Wall quote, "Since 1987. Real, fresh food to eat, work and live better. It's who we are and what we love."