Medicine, a new style of artisan bakery, café and gallery, were launching a new venue on Birmingham’s prestigious New Street, and approached me to help them develop their brand identity and design aesthetic as they expanded their business offering.
Working closely with the Medicine team I wrote and designed a brand story which explains the history of the owners and their associated businesses; a timeline which communicates the authenticity and provenance of the brand and its origins in Birmingham.
I then developed the design aesthetic for the brand with a contemporary, minimal look and feel which is centred around the typographic logo. A clean and fresh colour palette takes inspiration from granite and stone, botanical elements and patisserie, all key elements in the interior of the Bakery & Gallery. Graphic crosses are used as a nod to the medical reference and to create a unique visual element that can be used across collateral. Printed stationery and promotional items, in store merchandising, packaging, social media graphics and a new website were then created to help launch the brand.
With a wealth of striking imagery available, of the artisan bread and cakes produced by the bakery, along with shots of the new 2,200 sq ft first floor Victorian space in Birmingham, previously home to the Royal Society of Birmingham Artists, it was key to include these visual cues as the brand started to create a name for itself. I wrote and designed a press kit to help announce the brand’s arrival into Birmingham, along with the rebrand of their existing Wolverhampton venue, the evolution of Medicine and its core values.
Lindsay brings real clarity to a design brief. It is rare to find a designer/artist that can be both original and commercially focused.
Simon Jones, Owner of Medicine Bakery + Gallery