WHOLE G / Bread is back

Whole G was born in New Haven, Connecticut in 2009, as a German bakery. Today they distribute their products on the East Coast of the United States and also have a network of stores where they sell their own breads and cakes, the G Cafés.

Challenge

How to sell artisan bread to a new generation that has demonized this food.

Solution

Whole G had the courage to dignify bread. To achieve this goal the brand emphasized its German origin – the best in the world – and used a contemporary visual language in line with the new lifestyles. Tradition, craftsmanship and modernity are the recipe of the Whole G brand.

Cultural Code: Back home

By satanizing bread, American culture weakened the notion of home. It is no secret that in almost all cultures the word “bread” is used to refer to food itself and the idea of home. In the USA there is a longing to return to the primordial home and therefore to return to the “bread”. This is why the Brand Statement “Bread is back” is the right mobilizer.

Under our signature

Positioning

Naming

Brand architecture

Logo

Brand Statement

Packaging

Promotional Communications

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