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Bright & Early
A three-location bakery rebranded for its first franchise push — warm at the counter, disciplined in the binder.
ClientFielder’s Bakehouse
ScopeIdentity · signage · brand book
Timeline9 weeks
RoleDesigner
Year2024
The goal
Fielder’s was selling its first franchise with a logo that lived in a founder’s email signature. Franchisees needed a system they couldn’t break.
What I made
One wordmark, two type styles, a fixed palette, and a 40-page brand book written for someone who has never opened a design tool.
What happened
Two franchise locations opened on-brand without a single design question escalating to the founders — the entire measure of success.
The numbers
40 pp
franchise brand book
2
locations launched on-system
Stills & artifacts
05 — drag →
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