Panera Bread / “Food as it should be” Rebrand
Food should be many things. Delicious, comforting, conversational and good enough to shove right in your mouth. But food should also be food. People are literally sick of eating food burdened with artificial ingredients. So Panera sought to change what we're eating by removing everything from their food that wasn't food.
What came next was a rapid outpouring of broadcast, activations, print, radio, banners and social.
We cooked up content that felt familiar and interesting while making sure we weren't just talking at people, but talking with them.
Influencers. Yaaaay.
Tasked by the client to do something - anything - with their favorite influencers, we shot and edited a ton of content in a matter of two weeks.
You can't do a proper rebrand without changing everything from top to bottom. Walk into any cafe and you'll find my words.
