A two-year brand refresh
Panera
Food as it should be.
Overview
Panera Bread was in the midst of a major shift — toward “clean” food and clearer messaging — and I got to help bring that transformation to life over the course of two years. We established new brand guidelines: a fresh type system, a revitalized palette of soft pastels, and an iconography system that made an otherwise expansive menu feel simple.
The work spanned truck wraps, employee t-shirts, and complete grand-opening experiences for new stores — from window clings to exterior signage — all in one approachable, warm voice. Photography played a major role: “in the moment,” point-of-view imagery, some of which I shot myself for Panera’s social feed.
Making such a complex brand feel simple came down to clear choices: large, legible type, soft color, and consistent iconography — a refreshed identity that said “Food as it should be” in a way that felt accessible and memorable.
In-Store Signage
I created custom signage for Panera’s new Seasonal Batch Beverages — working with a photographer on these top-down ingredient shots — plus window clings and posters for new-store launches.
Fresh Merch
When I’m on the case, there’s always going to be some merch for employees to wear.
Simplifying the Menu
A huge part of the focus was making things simple to navigate — a unified icon system was core to that effort.
Photography by Yours Truly
Over the years I had the honor to grab a ton of shots for Panera — on-set BTS, action from sponsored events, social posts, even some exclusive shots inside a Panera bread facility.
Postcards
Lastly, a few fun (subtly animated) postcards with imagery from Panera World — where the mountains are made of bread.
The Result
A refreshed identity that made a sprawling menu feel simple — “Food as it should be,” said in warm type, soft color, and clear icons, from the window cling to the social feed.
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