Client
Rudi’s Bakery®
Project Scope
Full Rebrand
Brand Identity
Brand Architecture
Packaging
Project Overview
A true collaboration and artistic pursuit from the start, we partnered with Rudi’s Bakery, of Boulder, Colorado, to overhaul their vast, beloved brand and packaging system to express an exciting and loveable new brand position that serves it in both the bread and freezer aisles and as it innovates into the future. 🎨
Full case study coming soon. ︎
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Project Overview
Becoming the world’s favorite canvas.
Rudi’s Bakery®, a beloved brand from Boulder, Colorado, came to us with a major SOS. The almost 50-year-old brand had been watered down to “shockingly ordinary,” distribution and sales we're down compared to their peak, they’d experienced significant national organic bread distribution loss, the continued growth of super competitors brought the pressure, and (as if that wasn’t reason enough!), their visual identity and lack of clear packaging architecture created a system that was hard to work with.
Rudi’s came to us with a newly defined strategic foundation, but without a clear or compelling way to bring it to life. We partnered with them to sharpen and expand that strategy, ultimately grounding the brand in a simple, ownable idea: Rudi’s as the canvas for better bites and better days. From there, our focus was translating that positioning into a visual and verbal system that could create distinction across both the bread and freezer aisles—while setting the brand up for future innovation.
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The Solution
Artfully crafted. Ridiculously good.
The solution was a flexible, intuitive design system centered around expressive brushstrokes—an idea rooted in the notion of artistry, invention, and craft. We built a hierarchy of swashes that each serve a clear role: a consistent mark for the logo, a distinct space for key benefits, and a dynamic layer for flavor and product variety. This approach allowed us to bring energy, appetite appeal, and personality to the packaging while also creating a system that is easy to use and scale. Instead of a rigid or overly complex structure, the system gives Rudi’s team the tools to confidently expand into new products without reinventing the brand each time.
Across packaging, brand assets, and activation, the result is a cohesive yet expressive identity that feels warm, optimistic, and unmistakably Rudi’s. The visual language balances consistency with flexibility, bringing clarity to the shelf while allowing each product to feel distinct. Ultimately, the work transforms Rudi’s from a functional bakery brand into a more joyful, ownable presence—one that invites people to build something better, one bite at a time.
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The Details
Credit
Designed at Moxie SozoDesign Lead: Sophie Bailey
Creative Direction: Anne Vaschetto
Painting: Qian Lui