MINI Brand IDENTITY / Website POLISH / SEO
BREADBELLY: BUILDING A COHESIVE BRAND FOR A NEW CHAPTER
Breadbelly is a cozy, chef-driven bakery and café with a serious following. Their offerings are inspired by Asian and American culinary traditions accented by contemporary Californian tastes. Originally rooted in San Francisco’s Richmond District, the team came to us ahead of a major milestone: the launch of their second location in the Dogpatch neighborhood.
The Challenge
Breadbelly had a strong identity as a beloved neighborhood spot — but their digital presence didn’t tell their whole story or fully reflect the creativity, mission, or ambitions of their brand. The original website and branding felt fragmented, and they were missing and SEO and digital strategy that could help them connect to an even wider audience.
They have a powerful mission: to innovate in food and culture, but the brand didn’t fully capture that story — yet.
Our Approach
We partnered with Breadbelly to build a more holistic, scalable foundation for their next chapter, focusing on:
1. Brand Identity Overhaul
We expanded their visual identity into a flexible, unified system that retained beloved elements (like the floral motifs) while adding new brand icons, typography, and a refined color palette. The result is a brand that feels elevated, eyecatching, and fun — aligned with their values and growth.
2. SEO Strategy & Lite Website Refresh
We conducted a full SEO audit, uncovering missed opportunities in organic search. While Breadbelly had strong brand equity, they weren’t ranking for all of the terms people actually use.
We:
Identified “ownable” keywords where Breadbelly could rank higher
Developed content and keyword strategies to improve visibility
Proposed technical and structural improvements to their website for better crawlability and user experience
3. Launch-Ready Digital Foundation
With a second location opening in Dogpatch, our goal was to get their digital house in order:
A stronger brand presence across platforms
SEO-optimized content and updated site architecture
Email campaign strategy and setup to support location-based engagement and launch announcements
The Outcome
Breadbelly now has a cohesive brand system, strategic online presence, and the tools in place to grow into new channels and expanded offerings. Their new visual identity tells a story of who they are — not just where they’ve been, but where they’re going.
Looking Ahead
As Breadbelly enters this exciting new phase, they’re poised for greater visibility, deeper engagement, and continued innovation — all supported by a brand and digital strategy that reflects the full story of their business.
www.breadbellysf.com
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Atelier JKL provides brand marketing consulting from strategic direction to execution. We partner with entrepreneurs driving change through climate, community and craft. As an extension of your team, our partners can support you with projects and interim positions in strategic marketing and creative. When you’re ready to invest in branding that moves your business forward with clarity and intention — we’re here.
