Name and logo for Boudin San Francisco bakery cafes.

Boudin Bakery is a long-cherished San Francisco icon that produces fabulous sourdough bread. When Boudin wanted to rebrand their line of bakery cafes, including extending their reach to beyond the Bay Area, we worked together to find a name and logo treatment that was faithful to the original and complex Boudin medallion logo but would be simpler and easier to use. The new name also needed to refer to the famous Boudin when used in other markets. The name for the bakery cafes became "Boudin San Francisco" abbreviated to "SF" in the logo, and the logo treatment was held to two colors. It could easily be used alongside the Boudin medallion logo, but was much more readily applied to signage, packaging and other materials.