Cannes Lions

Fabrique Artisan Bakery

25AH, Stockholm / FABRIQUE ARTISAN BAKERY / 2019

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Fabrique Artisan Bakery was founded in 2008, in Stockholm, with the mission to provide people with local, healthy, and traditionally baked bread.

After ten successful years with over twenty bakeries in both Stockholm, London, and soon New York, each bread is still made by hand. As the company grows, so does the challenge for Fabrique to maintain the position and strengthen the credibility as the small and local artisan bakery.


The identity needed a strong, coherent expression that resonates with the picky target audience (urban, conscious and discerning).

We identified the need for each outlet to be closely tied to the different local communities, and therefore we needed an expression that could handle variations within the identity.

With the target group in mind, the tonality needed adjustment to be more confident and bold, while still being the friendly neighbourhood bakery. It also adds freshness and energy in an otherwise traditional segment.

Another integral part of our work was to enhance the craftsmanship, as every bread is still hand-made. Our solution was to give the identity an overall analogue look and leave room for a bigger variety.


Each outlet got its own identity with illustrations that represent the local neighbourhood. The illustrations are stamped by hand on paper cups to further communicate the craftsmanship and to encourage local pride. Before a new opening, the illustrations are printed on posters that fill the outlet windows. Aside from the illustrations for each outlet, we created illustrations that represent Fabrique as a whole.

The existing logotype was updated with an arch-shape, inspired by the traditional stone-oven. The logotype was then hand-painted on the outlets windows, along with the shop’s adress.


- Stronger brand awareness

- Increased sales due to clearer communication

- Gained credibility

- Smoother scaleability

- More consistent and coherent look

- Increased pride among employees

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