La jolla baking co.
Creative director & operations strategist | 2014 to 2022
La Jolla Baking is a premier commercial bakery based in Southern California, and a trusted provider of baked goods to major retailers such as Costco and Restaurant Depot, as well as thousands of restaurants throughout California, Arizona, Nevada, and Texas.
Over the past 10 years, I have played a crucial role in the success of La Jolla Baking Company as a key design partner. My contributions to the company's design efforts have led to a significant increase in sales, growing from $2.9M to $10.5M. I spearheaded the rebranding of the company under new ownership, including a redesign of over 40 bread products, resulting in visually appealing and on-brand packaging. Additionally, I led the company's brand overhaul, strengthened the brand's voice and marketing efforts, and successfully launched new products by creating POP displays for Costco and Restaurant Depot. I also managed the company's website design, and organized and directed product photoshoots. I collaborated with the company's Ownership, Bakery Operations Team, and contractors to expertly design and plan the renovation of a 24,000-square-foot facility, which included production areas, offices, a breakroom, and a restaurant. Additionally, I effectively managed the budget and sourcing for the facility's furniture and equipment (FF&E) to ensure the project's success. My efforts have greatly contributed to customer satisfaction and the expansion of sales territories, ultimately driving the company's tremendous growth.
brand identity
Under the direction of new ownership, La Jolla Baking Company underwent a rebrand, which included the development and integration of a new brand identity. The rebranding effort was led by me, and included a company-wide overhaul of the brand's voice and marketing assets. As a key motif, I created a modernized wheat stalk and golden color palette that I carried through stationary to labels to in-store POP displays and web presence.
Packaging design
As a part of the company’s rebranding efforts, one of my largest tasks was to complete the redesign of the packaging labels. The challenge was creating an impactful look that would be cohesive across over 40 different products. To achieve this, I developed a template that could be used for all the products, but at the same time, allowing for unique typography that would distinguish each product from one another. This approach helped create consistent and recognizable branding across the product line while still highlighting the individual characteristics of each product. It elevated the shelf presence to compete with leading bread brands such as Dave’s Killer Bread and La Brea Bakery. I ensured that the designs for a gusseted polybag format and adhesive labels met the commercial printer’s specifications. The strategic use of 4 colors maximized visual impact while keeping printing costs low. I updated all the products' Nutrition Facts Labels to be compliant with the FDA’s 2016 update and incorporated any specific information each customer required.
Marketing and POs collateral
To enhance the preordering experience for customers, La Jolla Baking Co. introduced the Guaranteed Order program in Restaurant Depot locations throughout California, Nevada, Arizona, and Texas. I was responsible for designing and strategizing the program, which included in-store signage, product catalogs, and a user-friendly website. The program led to increased customer engagement and convenience, resulting in a boost in sales. The Guaranteed Order program was a win-win for La Jolla Baking Co, Restaurant Depot, and customers alike. La Jolla Baking Co. was able to anticipate customer orders, manage ingredients and production more efficiently, and reduce production waste to a minimal level. Restaurant Depot was pleased with the program as they were able to effectively manage stock, ensuring that shelves were always well-stocked. Customers, typically restaurants with set menus, were satisfied as the program guaranteed that they would get exactly the products they needed to accommodate their menus. Overall, the program was a success, improving customer satisfaction, loyalty, and production efficiency, resulting in increased sales and greatly improved customer engagement.
building renovation
In 2019, as La Jolla Baking Co. experienced tremendous growth, the ownership made the strategic decision to acquire a 24,000 sq ft production facility that required extensive remodeling. I was tasked with the responsibility of designing and overseeing the renovation of the new location, including production and office spaces, the breakroom, and an onsite restaurant. I began by creating a 3D model of the entire building and meticulously planned the layout to meet the anticipated needs of the business. I developed detailed plans for structural, plumbing, and electrical systems to support the addition of a 2-story flour silo with a pump system, air filtration units, an 80 rack walk-in proofer, a climate-controlled high humidity sourdough room, walk-in refrigerators and freezers, sanitation rooms, and multiple storage rooms. I collaborated with equipment vendors, contractors, and the Bakery Operations teams to optimize the layout for maximum efficiency and to meet the production demands of 320,000 units per week. I also ensured that the plans and finishes adhered to all necessary building codes and regulations related to food production. I managed the budget and sourced high-quality Facility, Furniture, and Equipment (FF&E) that met the needs of the business while staying within budget. This new location was a major milestone in the company's expansion strategy and my design and management of the project played a crucial role in the company's continued success.
specialty campaign design
La Jolla Baking Company strategically launched limited edition products, such as Chocolate Swirl Bread, Holiday Pantone's, and Summer Brioche Burger Buns, to drive customer engagement. To maximize the impact of Chocolate Swirl Bread, I crafted a comprehensive campaign that included educating and inspiring customers about the versatile culinary applications of the unique product. I developed a visually stunning website featuring delectable recipes that I developed and photographed. These recipes were also shared across social media platforms and with influential food bloggers. Additionally, I created an engaging recipe contest that encouraged customers to share their own creations using Chocolate Swirl Bread, resulting in a flood of delicious submissions.