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AGENCY: ADJECTIVE & CO
CLIENT: NEWLIGHT BREADWORKS

Beginning in a home kitchen in 2020, Newlight Breadworks is an artisinal bread shop located in the Hamptons, NY. As Creative Director, I steered my team to create a fully fleshed out brand strategy and identity that re-positioned Newlight as artisinal bread experienced in a “whole new light” driven by a 3-tiered strategy to (1) cultivate the bread, (2) cultivate relationships, and (3) cultivate the community to drive growth in their market. From chefs, to farmers market buyers, we leaned towards a target demo we called the “luxury foodie,” who loves artisnal breads and enjoys talking about local cuisine. Using warm and cool tones, combined with playful messaging, and patterns, the brand identity elevates Newlight as both high-end and still accessible: an avante garde-like bread company that seaks to “redefine how the highest quality artisan bread is experienced, loved and served
– from our community to yours.”




CD: JUSTIN DAVIS

ACCT DIR: BLAIR CRAIG

DESIGNER: ALEX BALOUSIE
CW: MIKEY COLLINS