Working with the team at RichardsDee, we set out to refresh the visual identity of Bretzel Bakery to support its expansion into the national wholesale market. Although the bakery was stocked across Ireland, few consumers recognised the brand due to inconsistent packaging and legacy visuals. We repositioned Bretzel as the brand that "earns its place" through a signature 48-hour fermentation process, creating an identity built on time, care, and authenticity.

As the lead designer on this project at the agency, I managed the creative execution. My specific contributions included the conceptual development of the identity, the design of the logo and custom patterns, the creation of the packaging system, and the development of the shop front. I also led the brand rollout across social media, event signage, and merchandise, and delivered the final digital brand guidelines.