Monarch Bakery and Cafe is a small European style bakery in the heart of Lonsdale Avenue in North Vancouver. They have been a part of this community for well over 30 years and have made a name for themselves for their delicious jelly filled donuts. Monarch Bakery still has all their original branding—which doesn’t consist of much—and are in need of an update. This updated branding will help the bakery stay relevant in the community and attract the changing demographic that is brought on by the rapid development in this community. Younger families and professionals are starting to move to North Vancouver making the average age in population much younger.

The goal of the branding and identity of Monarch bakery is to build a trustworthy brand for this target audience  where it feels traditional like the bakeries their family would bring them to, yet still a place where they themselves can make new family traditions. To achieve this, floral imagery inspired by delftware and French Art Nouveau is used to represent both European roots of the bakery and the nature that is often associated with North Vancouver as a city. Abstract motifs allude to representation of the Monarch butterfly which represents rebirth and renewal, fitting for a rebrand.