The Bernhard bakery and chocolate factory is an Alsatian institution known for the quality of its products. It was founded in 1827 in the town of Mommenheim and has been run by the Bernhard family for several generations.
The emblem of the family is a bear, this is explained again by the family name which can be broken down into two parts (bern = bear, hard = strong).
For this visual identity, it was therefore essential to put this emblem forward. The decision was made to make it the central element of the logo.
The strong bear can be seen dominating the identity and holding the letter “B” as a proud statement of the family name. Then the other letters of the name come to rest on the right. For the typography, the “TT Trailers Bold” was chosen, indeed its original design, thick with modern and generous curves lends itself perfectly to the engraving style design of the bear and brings an important contrast. For the baseline typography, the script typography “Golden Plains”, it refers to the handwritten notes for the orders and once again brings a break in the identity to avoid repetition.
A variation of the identity is to keep only the bear with the “B” between the paws, this version will be used on smaller media to install a graphic habit for customers.
Finally, the “B” is also hijacked for some variations by using it as a pair of glasses for the bear. This brings a real touch of fun and modernity to the visual identity.
The colors are also updated, a dynamic orange comes to colorize the background, a light beige is used for the main name and a very dark brown comes to link the whole and to put forward the illustration and the baseline.
For the variations, each element can be arranged in a different way. It was important to create several variations of the identity in order to adapt it to the different supports and needs of the bakery.