Inspiring interest.
Delivering engagement.

Woodward Street Bakery

BRANDING
SOCIAL MEDIA
DIGITAL
SIGNAGE
Woodward Street Bakery is an artisan bakery-café in located in the Cairns city-fringe suburb of Whitfield. As an artisan bakery specialising in pastries, everything is made in-house using traditional pastry making techniques with high quality ingredients. Curious was engaged to oversee the branding from the infancy of the project, which included the design and styling of the building and it’s interior. Giving the original, old general store a new life as a contemporary local eatery was a major project that employed a team of local craftsmen. A colour palette of greens and neutrals picked up the tropical hues and infused the space with a fresh, modern mood. The logo and brand personality were carried consistently through each element of the business, from the building signage to staff uniforms, to menu design, to take-away packaging and coffee cup design. The style of the brand was interpreted through the graphic design in a simple and minimalist form, from confident swathes of bottle green to the logo, which was distilled from Woodward St Bakery down to simply WWstB.
An active social media presence is a priority for any hospitality business, and Woodward Street Bakery is no different. The bakery was launched in September 2018 with great success and queues out the door. A strong following on Instagram and Facebook built quickly with Curious shooting new content every week for regular posts, stories and reels. Having new products to photograph every week makes creating fresh content easy. Promotional videos of the bakers and pastry chefs at work early in the morning also provides the best opportunity to create engaging social media content. The camera quality in smart phones is so good that it is easy to capture professional looking images, with the added benefit these devices are so ubiquitous that the subjects barely notice they are being filmed, which is great for capturing spontaneous and natural shots. Editing, retouching and colour grading photos and video are also done within apps, which can then be posted quickly and easily.
Signage design was an important feature of the Woodward Street Bakery branding. Naturally this included the exterior building signs, but also featured a large WWstB logo mounted on the back wall of the interior, handcrafted using recycled timbers to reflect the original, exposed wood seen elsewhere. An A-frame sign was designed and manufactured, which include a weighted base to stop it blowing over.
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