Bakers Journal

Recession fuels New French Bakery makeover

October 1, 2009
By Bakers Journal

nfb_logOct. 1, 2009, MINNEAPOLIS, Minn. – New
French Bakery, a maker of artisan breads in the grocery, retail, food
service and restaurant markets, tapped Duffy & Partners, an international
branding and design firm, to redesign the bakery’s brand, identity and

Since opening in 1995, New French Bakery has grown from a
small neighbourhood bakery to a national suppler of freshly baked artisan
breads. The company bakes more than 700 varieties of conventional and certified
organic artisan breads and rolls and distributes to customers across the
country. Its prepackaged take-and-bake products, with a three-day shelf life,
are sold at supermarkets and retail outlets throughout the United States. The
company also has a strong food-service business, supplying restaurants and
chefs with par-baked products that can be quickly prepared prior to

Realizing the recession provided an opportunity for
increasing market share and profits, the company turned to Duffy & Partners
because of its track record of helping growing companies break through to the
next level of business, and for its branding and design leadership in the food

“Smart companies gear up and break away from the pack
during an economic downturn,” says Duffy & Partners chairman Joe Duffy.
“Strategically investing in refreshing a brand leads to increased sales, and
positions a company to maintain those sales into economic recovery.”


With an opportunity to differentiate the New French brand,
the new logo and design language provide a graphic impact in the chaotic visual
arena of the market. The classic fleur-de-lis design of the original logo has
been transformed to a simple, sleek and straight-to-the-point design, with the
name of the bakery front and center flanked by soft blue hues.

Packaging for the take-home products introduces the
shopper to the new branding with simple words. “Take, Bake, Yum!” appears in
bold letters that send an honest message to the consumer that the product
enclosed is no-nonsense and incredibly easy and fast to make, while at the same
time being beautiful, aromatic and delicious. Duffy created and designed
signage for in-store locations, as well as t-shirts, business cards and the
company website.

“We wanted to talk about bread in a fresh, honest voice
while at the same time keeping things simple,” Duffy says. “The smells, the
feeling, the experience, passing it around at the table; all of these things
connect with the consumer at a deeper level. Consumers are looking for authentic
quality, which is what New French is all about.”

“We are still one of the few privately owned operations in
this business, which gives us the ability to remain true to our artisan
techniques, use the highest-quality ingredients, truly understand our customers
and enhance their experience,” said Peter Kelsey, New French Bakery’s founder,
owner and head baker. “Duffy & Partners used design to communicate our
passion and enthusiasm. With packaging and language that elevates the New
French brand in the marketplace, we are positioned for growth.”

The newly branded packaging is now on store shelves across
the United States, Bahamas and Cayman Islands. Consumers can currently find New
French Bakery products at Super Target, IGA, Coborns Delivers, Festival Foods,
Kings Supermarket, Lowes Foods and other national grocers. Consumers can also
order direct through the bakery’s website:

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