Willie’s Cafe & Bakery, founded in 1887, is British Columbia’s first bakery. Still operating at the original location in Old Town Victoria, it remains one of the top-rated restaurants in the city. This rebranding project was delicate: maintaining the strengths of a well-established brand while transitioning to an updated look to attract local customers. The solution was to forgo the "license plate" shape and emphasize the "winged oval" in the centre of the original design. These rebranding efforts, in concert with menu and staffing changes, help significantly boost the profitability of the restaurant in the months following the new brand launch.
After the logo design was approved, a range of other print and digital communications collateral was developed including business cards, new menus, print ads, exterior signage, a new mobile-friendly website and more.