Wiślańska Bakery

This was the case with the Wiślańska brand. Its owners, excellent craftsmen in the difficult trade of confectionery and baked goods, ran their business under a large, well-known franchise.

The reality of such cooperation turn out in many different ways. Clear benefits can be overcome by various disappointments and difficulties. The lack of opportunities for business development and expansion, constant supervision and rigid procedures of franchise business can oftentimes limit one’s initiative and be a hassle for an ambitious entrepreneur.

The owners of several bakeries and pastry shops in Toruń were faced with such questions. However, upon calculating the risks, they have decided that their brand meant more than just running their own business – it also meant fulfilling their dreams and realizing their vision, without limits and rigid regulations, according to their ideas and principles. Soon after, Wiślańska brand entered the market.

Their flagship productsare a variety of cheesecakes, traditional yeast cakes and ice cream. They also offer special occasion cakes, pies, babkas, cupcakes with fruit, doughnuts and small cookies. All created out of love for baked goods and a desire to share them.

The idea for the name “Wiślańska” comes from the location of bakery’s branches. They are all located near the Vistula River, and this symbol is what the brand owners loved the most. Finding other analogies, such as the waves reflecting the flow of their work was only a logical extension of design’s symbology.

The trademark is the logotype. We focused on the diacritics in the name, stylizing them into a wave – then extracted this symbol to utilize asa graphic element that linking all corporate materials and appearing on packaging.

The color palette is a dominant purple, associated with company’s specialty – the delicious cherry cheesecake – and complemented by a warm beige color, associated with baking dough. The complementary color is white. Typography is limited to the Calluna font, in three varieties: Light, Regular and Bold. A classic, one-element typeface that perfectly fits the brand.

All the elements, principles and guidelines for further graphic guidance of the brand were meticulously collected and described in a brand book.

For the Wiślańska brand, we have created a standard set of packaging necessary for a bakery and pastry shop – mugs in two color variants, with differently colored lids – for coffee and tea – trays, paper plates, a series of cartons and boxes for packeging the purchased products.

Unfolding cartons and boxes for cakes, packed in company bags or wrapped in paper with a printed logotype – all these elements form a coherent set of packaging, adapted to each type of product on offer.

All of the above is complemented by a branded set of ceramic plates and cups for serving the baked goods on the spot. Some of Wiślańska’s outlets double as cafes, where customers can enjoy great coffee and sample the brand’s fantastic products.