Panadería Borinqueña is Puerto Rican bakery that has been in business for over 10 years and has 3 locations across the island. Our challenge was to modernize Panaderia Borinqueña’s visual identity, give it more of a contemporary feel, and design it to be more legible and bold, without straying too far from the traditional look that has been associated with the business for three generations. In order to communicate this message of tradition to a younger audience we designed an icon of the “pan de agua” traditionally found in Puerto Rican bakeries for the logo. The bread icon is designed to resemble a “B” and look like it is coming out of the bag.
In keeping with the theme of tradition, the colors used for Panadería Borinqueña’s new visual identity are based on the ones featured in the business's previous branding. We made sure the colors had better contrast and updated them to appear more vibrant. For the brand development, we modified an existing typography in order to make it feel stronger and have it be more legible when used in smaller spaces such as menus, flyers, etc.