La jolla baking deli & cafe
freelance designer | 2020
With new ownership and a move to a new location on the horizon, La Jolla Baking Deli & Café seized the opportunity to revitalize its brand and create a welcoming atmosphere for its loyal customers. I was brought on board to craft a new brand identity that drew inspiration from, yet differentiated from, their partner company and bread manufacturer, La Jolla Baking Company. Additionally, I was tasked with designing and renovating the new space to meet the needs of the deli. However, as the Covid-19 pandemic hit, the needs of the deli changed, and I quickly adapted the designs to a food truck format and developed a website and marketing assets to continue providing service to customers under the new demands.
brand identity development
La Jolla Baking Deli & Café had a patchwork aesthetic that had been haphazardly assembled over the years, consisting of miscellaneous materials provided by vendors and temporary signage. I assisted them in crafting a cohesive brand identity that exuded warmth, hospitality, and a timeless appeal. Additionally, I incorporated elements from their sister company, La Jolla Baking Company, by utilizing a similar visual framework and color scheme while still maintaining a distinct and independent image.
spatial planning & interior design
La Jolla Baking Deli & Café was planning to revamp an 820 sq ft space, turning it into a warm and inviting lunch spot for the local community. The design was thoughtfully crafted to cater to both grab-and-go and dine-in customers, with ample space for both. A new outdoor patio with bistro tables was included in the renovation, providing customers with an opportunity to relish the sunny San Diego weather. Despite the compact nature of the space, I was able to make the most of it by incorporating a full kitchen, able to accommodate up to 4 employees. The designs were meticulously crafted to be compliant with all San Diego County's Retail Food codes, and I took a budget-conscious approach by incorporating as many existing design elements as feasible.
covid pivot
As plans for the new deli were nearing completion, the outbreak of COVID-19 forced a halt on renovations. Despite the setback, La Jolla Baking Deli & Café still needed to provide service to its customers. In response, I swiftly pivoted our designs to a food truck, allowing La Jolla Baking Deli & Café to deliver food safely and efficiently to the local workforce. La Jolla Baking Deli & Café secured a food truck for rent, and I designed a full vinyl wrap for the truck, incorporating the new brand identity. The aim was to continue providing services to customers while also increasing brand recognition as the truck traveled around the community.
street level marketing
To attract both existing and new customers to the new location, I created effective signage and wayfinding at street level to guide them there. I also devised a catchy phrase to grab the attention of potential customers as they passed by. Additionally, I designed promotional rip cards that included a coupon and information about the new location, which were planned to be distributed to local businesses and future customers. However, due to the ongoing pandemic, the renovation, food truck, and marketing efforts were put on hold. The community is hopeful that La Jolla Baking Deli and Café will return in the future and we are prepared with all the designs ready for implementation when that time comes.