Sixteen Bricks
Group 2Created with Sketch.
Date Completed
00.0000
Components
Brand Strategy
Branding
Copywriting
Identity Design
Marketing
Marketing Strategy
Photography
Website Design
Details
Ryan Morgan is a heavy-metal-listening, motorcycle-riding workaholic with an extreme passion for baking artisan bread. He opened a small bakery servicing only restaurants in 2013 and has since exploded with growth and popularity. He has expanded to national grocers and retailers with an updated visual and verbal identity our team developed over the course of nine months.

Sixteen Bricks

Components
Brand Strategy
Branding
Copywriting
Identity Design
Marketing
Marketing Strategy
Photography
Website Design
Details
Ryan Morgan is a heavy-metal-listening, motorcycle-riding workaholic with an extreme passion for baking artisan bread. He opened a small bakery servicing only restaurants in 2013 and has since exploded with growth and popularity. He has expanded to national grocers and retailers with an updated visual and verbal identity our team developed over the course of nine months.
The brand highlights both the integrity of the makers, as well as their eccentric personalities. The voice speaks to the new national audience of wholesale purchasers as well as the end-consumer, whose tastes are becoming more nuanced. From a positioning perspective, our goal was to create an identity unique to the bread game.
Before we got ahold of it, Sixteen Bricks did not have a unified brand system. Their logo was a mishmash of styles, and while it communicated the product and company name, spoke to neither the quality of the bread nor the souls of the people who bake it. We spent time with Ryan and his team, getting to know their style and process. They play their music loud. They work hard. They love making bread. We talked to the chefs and restaurateurs who rely on Sixteen Bricks for quality and consistency and they told us stories of the early years when Ryan used to make deliveries on his motorcycle. They spoke of a dedicated artisan with unwavering principles.
The photographic style for 16B features gritty overlays and natural distressing. Hand-drawn illustration and handwritten bakers notes accent the brand as well as older typographies and organic color palettes. The brand is designed around the idea that bread-baking is an ancient craft, but the modern day practitioners are anything but conservative.
Confidence leads, but integrity always follows. Sixteen Bricks doesn’t need to list everything that makes it "craft," the bread does that for them. The brand can be forward and boundary-pushing in terms of what is typically expected of a bread company, but retains the essence of a classic bakery. They’re proud of they do, but not arrogant about it. They have an edge but they don’t cut corners.
“BS does their homework and gets it done. They got inside my head, they know where we came from and where we’re going. The brand they created speaks to who we are as a team, what we create together, and the people who choose to buy our bread. The new brand has helped us push into the national market and set ourselves apart from the competition. That was the goal from the beginning, and they killed it.” -Ryan Morgan
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