Nouvelle idée has created a new identity for Toledo, a Montreal bakery that has become famous for its artisanal breads, pastries and specialty coffees.
The new system was inspired by the irregular layers found inside of puff pastry. Abstract patterning as well as the brand’s typography rose from those curves and angles. It is a flexible identity, modern yet anchored in baking tradition, that can easily expand to accommodate new products, locations, and marketing. Colors are inspired by the ingredients used by the bakery: bread, flour, coffee, chocolate.
From the Nouvelle idée website: “The brand’s iconic green is retained as a signature, ensuring continuity with its heritage while asserting a new identity. Combining ornamental details inspired by French baking craftsmanship with contemporary typography creates a balance between tradition and modernity.”
