Bread & Salt A Haven for Imagination
Bread & Salt is a beloved contemporary art space in San Diego. The goal was to transcend its local roots with a conceptual rebrand that envisioned the organization as a beacon of creativity for the Southern California and Northern Baja region.
Rebranding and Placemaking:
Research & Analysis, Brand Strategy, Brand Expression and Spatial Experience
Design Collaboration:
Omar García
Carlos Rámirez
Challenge
Imagine a brand transcending Bread & Salt's current reach, drawing in and captivating a wider community of artists and enthusiasts while remaining profoundly connected. Deeply rooted in its community as a contemporary art space, Bread & Salt needs a captivating brand to expand, attract diverse supporters, and secure funding. To strengthen its impact and inspire a collective sense of belonging, the brand must resonate with a broader audience, building stronger bonds across various groups. Finally, it should further integrate engaging experiences with its physical space, fostering a vibrant and inclusive environment.
Solution
Bread & Salt will evolve into a dynamic cultural institution that champions artistic innovation and educational outreach while staying true to its community. The brand will embody an eclectic, forward-thinking, and grounded personality, spotlighting its role as a catalyst for creative collaboration and exchange. This strategy will attract a diverse array of artists, supporters, and patrons, securing Bread & Salt's place as a vital force in shaping the future of the arts in its region.
Brand Story
Once upon a time, in a vibrant neighborhood of San Diego, stood a fabled bread factory where the air was filled with the warm, comforting scent of freshly baked bread. As time passed, the ovens cooled, and the factory lay silent, waiting for a new purpose. That's when Bread & Salt rose from the flour-dusted floors, transforming the space into a vibrant canvas of arts.
Today, it's a haven for imagination where community comes together to celebrate creativity. Binational artists showcase their talents, and events bring excitement and joy. It's a gathering place where the tapestry of history meets discovery, and everyone is welcome to join the story.
Brand At-a-Glance
PURPOSE
Through contagious sparks of creativity, we cultivate a thriving community.
POSITIONING
We are the only haven for imagination that helps inspired wanderers to ignite a kaleidoscope of possibilities.
AMBITION
By 2028, Bread & Salt will serve as the beacon of art and community in the Southern California and Northern Baja Region.
VALUES
Neighborly, Vibrant & Imaginative
Bread & Salt fosters a welcoming and inclusive environment where everyone feels neighborly, celebrating our authentic selves together. We inject spirited energy into everything we do, surprising and delighting with vibrant possibilities. Bread & Salt ignites inspiration, empowering the expression of visionary ideas and exploring imaginative potential.
Brand Expression & Spatial Experience
LOGO
Embracing Bread and Salt's ambition of becoming a Beacon of Art and Community, the logo serves as a visual anchor, symbolizing the center's role in the creative landscape.
Color Logo
Monogram
COLOR
From neutral tones that defer to showcased art, to bold hues that celebrate creativity, the brand's color palette is versatile, reflecting the diverse experiences within Bread & Salt.
TYPOGRAPHY
The chosen typography is both functional and expressive, allowing Bread & Salt to communicate its identity effectively across various touchpoints.
IMAGERY
A blend of lifestyle and still photography captures the essence of Bread & Salt, showcasing the vibrancy of its events,the creativity of its community, and the beauty of its art installations.
Photography by Elizabeth Nielsen & Christoper Padilla. Additional photography by @hauserwirth, @project_blank_sd and @losangelesapparel. Artwork by Bryan Ali Sanchez and Christian Olivo-Garcia. Third-party images, text, and logos are the property of the respective rightsholders. They are used here as part of a graduate student presentation for demonstration purposes only.