Born and Bread In the East Bay

Every once in awhile, one of those projects comes along that you’ll look back on as some of the most fun you’ve ever had doing “work.” That happened to me over the past 6 months working with Semifreddi’s. I was first invited to help develop a new tone of voice for this local Bay Area bakery by the incomparable Stout Design.

Semifreddi’s was stuck in the past with copy that bounced between stale and unremarkable and everyone’s quirky uncle. The design was also hungry for a refresh. And together with Stout, we baked up something pretty damn tasty if I do say so myself.

The Rebrand

Gone are the outdated and mismatched packages, signage and website. In came a bold, graphic new look and feel that gives each of Semifreddi’s 50+ products a life of their own. The visuals play with symmetry, balance and simplicity, and the copy begs for a double-take—so much in fact that we dubbed our tone “Made You Look.” Because Semifreddi’s exists to uplift what some consider to be one of the most basic foods (bread) into eye-opening moments that capture your senses and never let go. They keep things real with simple, honest ingredients. They elevate the everyday with the most mouthwatering flavors and textures on the West Coast. And they make it all look and feel almost as good as it tastes.

The Product Copy

When a client actually trusts me enough to do my weird thaaaaaang, amazing things happen. After what felt like magic working with Stout, the Semifreddi’s team hired me on to do all of their packaging and product copy. From rustic loaves to righteous pastries, I let my full-on Semi-freddi’s freak flag fly all over these products. The copy is perfectly baked—using only enough words to communicate what we mean and to make you beg for more.

Click image to visit site and read alllll the goods.

A Few of My Faves

Semifreddi’s Morning Buns are basically my entire personality now. These things could turn even the most gluten-resistant carb watchers into hardcore pastry fans. They’re like, in-cre-di-ble. The proof is in this photo, complete with nose sugar (not cocaine, actually sugar). And the copy is even sweeter. Same goes for the Cinnamon Twist loaf and pastries. Check it:

A Few Finishing Touches

I can’t thank my partners on these projects enough. Adrienne, Ryan, Ryan and Brian and Stout. Sean, Mike and Cary at Semifreddi’s. You redefined what it means to “work” on something together. This never felt like work for a second, and I can’t wait to keep playing together on everything Semifreddi’s for years to come. And here’s some headline fun for those of you still reading…

DON’T MIND IF WE DOUGH.

LET IT BE KNOWN: MORNING BUNS CAN BE CONSUMED AT ALL HOURS.

WHERE A SNICKERDOODLE IS A SPIRITUAL EXPERIENCE

EVERY DAY HAS BEEN OUR FAVORITE DAY SINCE JUNE 10, 1984.

WE AVERAGE 190,000 LOAVES A WEEK,
WHICH WE’RE PRETTY SURE IS ABOVE AVERAGE.

CRISPY ON THE OUTSIDE, HELLA SOFT ON THE INSIDE

OUR MARKETING IS MOSTLY WORD OF MOUTH—
THE WORD BEING “[indistinct due to a mouth full of fresh-baked bread].”