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The Bread & Butter Project

Loop strategically repositioned The Bread and Butter Project to build an emotional connection with a new engaging visual identity and persona – bettering the relationship with community and customers and enabling sustainable growth.

The Bread and Butter Project is an artisan bakery that delivers delicious baked goods to the food lovers of Sydney, whilst providing training and employment for people seeking refuge and asylum who aspire to join the next generation of bakers.

Special thanks to our extended team that volunteered their time and expertise to bring this idea to life. Strategy: Irma del Mundo, Photographer: Gerry Colley, Photography assistant: Noah Van Der Veer, Food stylist: David Morgan, Props: Major and Tom.

Scope of work

Brand strategy and positioning

Brand identity




Collateral design

“The team at Loop Brands were insightful and perceptive about our market and brand positioning, and redesigned branding that fits with our strategic aspirations. They were wonderfully helpful in extending that branding to packaging, promotional material and retail signage. They are a first rate team and lovely people to work with.” Cindy Carpenter, Chair – The Bread & Butter Project