A conceptual rebrand of Seattle-based bakery Fresh Flours, created for a brand identity course. This project began with in-depth brand research—exploring audience shifts, positioning, and competitors—to understand what makes the bakery unique. The refreshed identity bridges the charm of the original brand with the needs of a newer, evolving audience. This project challenged me to think strategically and design holistically, building a visual system that feels both modern and true to the heart of the business.