Corner Bakery Kitchen

Experience Positioning and Prototype Development, Brand Reinvigorement

Solving Brand Identity Clarity 

One of Chicago’s beloved brands has made it to the national fast-casual market. We have been involved since the beginning of this brand as a junior designer, and as a customer, enjoying great egg dishes on the corner of Grand Ave. and Ohio. The future growth of this brand is undeniable. However, expansion to a new market might be a challenge from a name, product, and brand expression POV.  
The strategic approach is to change the name from Corner Bakery Cafe to Corner Bakery Kitchen, in order to clarify that the new market is food-centric, beyond bakery. With this strategy, everything comes into place – a progressive, food-centric place that serves full, higher quality, Italian-inspired meals.

Corner Bakery, VGS Studio D design team

Our Process

Our Design