John Randall
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Fuel Stop Bread

Brand Identity

Fuel Stop Bread is an independent bakery situated between the three peaks of the Brecon Beacons, Wales. The bakery provides bread-based goods that are high in energy and nutrients, aimed at active people like walkers, runners and cyclists. 

Task

Create a brand identity that customers can engage with and relate to. 

Scope

Brand identity and stationery. 

Solution

A flexible and charming identity putting bread back in peoples’ minds as a source of nutrition, giving them the fuel they need to power through a tough day’s cycling or to reach the summit of a mountain. The logo is styled on vintage fuel signage and allows flexibility in its application, by enabling the logo to be modified for different recreational events which attract customers to the area. The thee peaks of the Brecon Beacons have been portrayed as a bread loaf, providing the terrain for the illustrated figures.