B&B studio has created a new brand identity, visual world and packaging design for Toast. Toast is a planet-saving, certified B Corp brand that brews beer from surplus fresh bread and uses its profits to help fix the food system.
The new identity leads on the message of 'Toasting Change' and puts the brand's planet-saving potential front and center. The logo features a condensed Toast wordmark, symbolizing collaboration, unity and the 'clinking glasses' of toasting.
Tone of voice is key to the brand identity, with a motivational call to action that is optimistic without detracting from Toast's monumental and critical mission. On pack, the logo is accompanied by clear color coding and tasting notes that integrate the brand's product and its purpose.
"It's a delicate balance to emphasise a brand's ethical mission without overshadowing communication around product," commented Shaun Bowen, Co-Founder at B&B studio. "Luckily with Toast Ale, purpose and product are perfectly intertwined as the beer itself takes the first step toward fixing the food system.
"The new brand design and communications are motivational and celebratory, doing justice to the great Toast purpose. The brand mission has been defined with a calling that people can feel proud to drink to. It has been a real privilege to work with a team that are so committed to their cause in a climate where so many simply pay lip service to purpose."