Keisari Bakery (Leipomo Keisari) wanted to renew their visual identity and to communicate the change of the old name Kakku & Leipä Keisari (translation: Cake & Bread Cesar). The old name seemed to be too constraining as it gave the impression that they sold only cakes and bread, where as the product range is much wider. Werklig set out to create an identity that was designed in measured steps and used simplicity as an asset. The first step was to clarify the name, which was done by dropping the cake and bread references. On the visual side we created a black and white pattern that stemmed from scoring marks that are often found in baked bread. This pattern proved to be very versatile as it could be scaled to fit different types of surfaces using both black and white colours. In packaging the designers decided to use white materials instead of the usual brown as it created a clear differentiation from other bakery brands. The black and white visual identity made a great contrast to the product range, from levain bread and french baguettes to pastries and colourful cakes. To sum the results up the studio achieved a strong graphic look that stood out and simultaneously highlighted the product.