Love to Knead, Knead to Love II
Niedlov’s Rebrand
Inspired by trips overseas, Niedlov’s new owner Erik Zilen tasked us with updating their look in hopes of recreating the transportive feeling that comes with setting foot inside the same venerable bakeries he visited in Europe.
The challenge was to update one of Main Street’s most recognizable, and established logos and create something that was going to walk the fine line between being refreshing and new, while also still retaining the timelessness of the previous logo. And to update an original logo that we designed in 2004.
The end result was a wordmark inspired by the handcrafted, old-world typefaces seen in documents from the late 1700s, paired with a color system that showcases the unique ingredients that have made Niedlov’s a Chattanooga staple for the past twenty-plus years.
Creative Direction: Paul Rustand; Design: Mark Slawson, Travis Hitchcock.