To rebrand Boudin's Bakery in San Francisco, I will need to think of all the different elements that the brand engulfs:
- logo
- signage
- brand identity; colours, typefaces, shapes and applications of these
- In-restaurant wall mural
- paper bags & Packets
- trays
- napkins
- cups
- hardware (porcelain cutlery and potteryware)
- Printed Menu
- Wall Menu
- Advertisements (Trollies?)
- In-store advertisements
- website
- frequent buyer / loyalty card
… just as a starting point!
Boudin's bakery on Pinterest:
A typical clam chowder in a sourdough bread bowl fresh from the bakery.
The current Boudin's logo
Signage at the Pier 39 store
signage in the restaurant
First of all I have started to look into Boudin's company itself…
The website offers a lot of insight into the Boudin family's history, but it could be argued that this website is quite difficult to use as it doesn't flow very fluidly. There's separate pages for passages on the same topic.
The Home page is immediately hindered when the viewer doesn't use flash. The famous Boudin's logo is very very small in the top left hand corner. This is a big screen, and yet the website remains very small in the middle!
The first thing I noticed about this page was the mis-matching styles of photography and the strange alien adverts down the right hand side.
This is the 'Meet Boudin' page, offering the history and insight into the Boudin's Bakery. It is rather disjointed, though, and the main body of information is on a PDF link, which seems rather unnecessary!
BOUDIN information from their site:
In 1849, the Boudin family struck culinary gold. Wild yeasts in the San Francisco air had imparted a unique tang to their traditional French bread, giving rise to “San Francisco sourdough French bread.” Today, the Boudin family's initial recipe lives on in the hands and hearts of our expert bakers, with a portion of the original mother dough still starting each and every sourdough loaf we make.
From a tiny, old-world bakery on San Francisco's Dupont Street, Boudin has evolved to the state-of-the-art facilities and services we operate today - and emerged as San Francisco's oldest continuously running company. Though much has changed since our boomtown beginnings, we still hold fast to our long-standing mission of bringing you fresh, quality food at fair, affordable prices.
Since apprenticing with former Boudin owner "Papa Steve" Giraudo at 17, Master Baker Fernando Padilla has lovingly preserved Boudin's breadmaking traditions for 28 years. On his role in continuing the Boudin legacy, Fernando says: "Like Papa Steve, I'm just another baker." The modest and talented Fernando leads a team of 20 bakers at our 10th Avenue bakery and 18 bakers at our flagship locationat the Wharf in San Francisco.
Learn more about the rich history of Boudin and San Francisco . Our Museum & Bakery Tour invites you to witness history in the baking. Stroll through our collection of historic and interactive exhibits as you observe the bakery in action from the museum’s floor-to-ceiling window walls and glass-walled catwalk.
From reading the information on their timeline PDF on their site, it is clear that Sourdough is a well-loved treat not only within San Franciscans but all over the United States, and Boudin's is a household name in that regard. You can buy their products online, and their products are even offered in supermarkets, not just in their stores.
Research into San Francisco
Since visiting San Francisco, it is clear to me that San Francisco is a real melting-pot of different people from different cultures. Sometimes clashing but overall successful, in a patchwork quilt of different lifestyles. San Francisco is a huge juxtaposition of classes and a quirky hub of historical events. And in the middle of this is the invention of Sourdough, fortune cookies and beef chop suey. Because San Francisco is such a vibrant and unusual city that's still very young and colourful, I think it's important to honour this in a quirky- contemporary and vibrant style.
All along Pier 39 - one of the most iconic tourist attractions of San Francisco is home to hundreds of sea lions that sleep along the boardwalks.
Cable cars/ trolleys are iconic of San Francisco
Lombard Street in San Francisco is supposedly the waviest road in the city. Made so to reduce people's speed on the steep slope
The golden gate bridge
Ariel images of the city
San Franciscan surfers
The Golden Gate Bridge:
(taken from http://www.goldengatebridge.org)
IS THERE ANYTHING SPECIAL ABOUT THE GOLDEN GATE BRIDGE, LIKE THE SHAPE, THAT INFLUENCES THE FOG?
"Advection fog" forms when humid air from the Pacific Ocean swoops over the chilly California current flowing parallel to the coast. The fog hugs the ground and then the warm, moist air condenses as it moves across the bay or land. This is common near any coastline. The Bridge has an influence in directing the fog as it pushes up and pours down around the Bridge. Sometimes, high pressure squashes it close to the ground. By the way, the color of the bridge is International Orange, and was chosen in part because of its visibility in the fog.
HOW MANY IRONWORKERS AND PAINTERS MAINTAIN THE GOLDEN GATE BRIDGE?
Currently, a revered and rugged group of of 13 ironworkers and 3 pusher ironworkers along with and 28 painters, 5 painter laborers, and a chief bridge painter battle wind, sea air and fog, often suspended high above the Gate, to repair corroding steel. Ironworkers replace corroding steel and rivets with high-strength steel bolts, make small fabrications for use on the Bridge, and assist painters with their rigging. Ironworkers also remove plates and bars to provide access for painters to the interiors of the columns and chords that make up the Bridge. Painters prepare all Bridge surfaces and repaint all corroded areas.
WHAT IS THE COLOR FORMULA FOR THE UNIQUE INTERNATIONAL ORANGE COLOR USED ON THE BRIDGE?
Many people ask about the formula for the Bridge’s unique International Orange paint color. Paint stores can mix it with the following information:
CMYK colors are: C= Cyan: 0%, M =Magenta: 69%, Y =Yellow: 100%, K = Black: 6%.
CMYK colors are: C= Cyan: 0%, M =Magenta: 69%, Y =Yellow: 100%, K = Black: 6%.
The closest existing color codes to the International Orange color formula are PMS 173 (CYMK = 0%, 80%, 94%, 1%), PMS 174 (CYMK 8%, 85%, 100%, 34%) and Pantone 180 (CYMK 19.4%, 77.9%, 79.6% 3.6%).
When purchasing paint for the Golden Gate Bridge, it is done through a competitive bidding process. Currently, the paint is supplied by Sherwin Williams and is made to match the Bridge International Orange color formula. The closest off-the-shelf paint color that Sherwin Williams has available is "Fireweed" (color code SW 6328).
WHY IS THE GOLDEN GATE BRIDGE PAINTED INTERNATIONAL ORANGE?
The Golden Gate Bridge has always been painted orange vermilion, deemed "International Orange." Rejecting carbon black and steel gray, Consulting Architect Irving Morrow selected the distinctive orange color because it blends well with the span's natural setting as it is a warm color consistent with the warm colors of the land masses in the setting as distinct from the cool colors of the sky and sea. It also provides enhanced visibility for passing ships. If the U.S. Navy had its way, the Bridge might have been painted black and yellow stripes to assure even greater visibility for passing ships.
***
(Taken from http://www.sanfrancisco.travel)
Coit Tower
At the summit of Telegraph Hill is Coit Tower. This flutelike cylinder was built in 1933, the legacy of Lillie Hitchcock Coit, who left a $125,000 bequest to San Francisco "for the purpose of adding beauty to the city which I have always loved."
Coit Tower atop Telegraph Hill is blessed with marvelous views. Murals on its ground floor walls were painted in 1933 by some 30 local artists; each piece depicting a different aspect of the Great Depression.
Chinatown
Built near Portsmouth Square, the historic heart of San Francisco, Chinatown is the oldest and one of the largest in the United States. The entrance to Chinatown at Grant Avenue and Bush Street is called the "Dragon's Gate." Inside are 24 blocks of hustle and bustle, most of it taking place along Grant, the oldest street in San Francisco. This city within a city is best explored on foot; exotic shops, food markets, temples and small museums comprise its boundaries. Visitors can buy herbal remedies, enjoy samples at a tea bar or order a "dim sum" lunch. The former central telephone exchange of the Pacific Telephone and Telegraph Company stands at 743 Washington St. Now a bank, it is the first Chinese-style building constructed in San Francisco, and the exact site where California's first newspaper was printed.
Pier 39
More than 75 percent of San Francisco's visitors include Fisherman's Wharf on their itinerary. Waterfront marketplaces and the Wharf's famous fishing fleet make for a terrific fish story. Fishing boats, sea lions basking in the sun, seafood stalls, steaming crab cauldrons, seafood restaurants and sourdough French bread bakeries … you know you’re in world-famous Fisherman’s Wharf. Souvenir shops and historic ships add to the atmosphere. The historic F-Line streetcar and two cable car lines terminate in the area and sightseeing boats and boat charters link to Alcatraz ("The Rock") , Angel Island and other points around San Francisco Bay.
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