Branding Towne Bakery: A Logo Case Study

Entrepreneur and baker du jour Jason Sigala wanted to open his own bakery in Southern California, offering quality, old-fashioned American desserts made from scratch. He wanted his shop’s branding to have a decidedly mid-century East Coast look and feel. Tim Frame was commissioned to create the brand identity for this foodie start-up, that would be called Towne Bakery.

Sigala provided Frame with plenty of visual inspiration derived from traditional New York bakeries, as well as a visual audit of the competition.

Here, we ask Frame how he approached this project and how all the logo elements came together. Read the interview here.

TB sketches
Preliminary sketches by Tim Frame for Towne Bakery logo.