Background / Tartine is a very famous bakery located in the Mission District in San Francisco.
Solution / The current identity looks very modern, like a luxury fashion brand logo. It doesn’t say much about its own spirit or tell its story. It’s rather cold and unfriendly considering this is a logo for a bakery. The goal is to create a new identity to make Tartine more approachable and welcoming, and also bring more French characteristics to the brand identity.