PROJECT TITLE: JESUS CRUST

CATEGORY: branding

LOCATION: Solomou 9, Neo Psychico Athens, Greece

PROJECT STATUS: completed, September 2022

TEXT: Zoi Parasidi

Bread was and still is a basic ingredient of every Greek table, but you can also find it along various foods on the tables of the world. In the Bible it is mentioned hundreds of times: it is used as a signifier of food, it is the protagonist of a miracle. It is one of the items at the table of the Last Supper; Christ likened himself to a (spiritual) bread that came down from heaven, and whoever eats it will live forever. Thus, a certain kind of bread is necessary for the celebration of the Communion. Contemporary Athenians seem to want to enjoy it in its most qualitative version, since third wave bakeries have been appearing in the city for a few years now, stealing the show.

Under the name Jesus Crust, a new generation bakery appeared in the area of Psychiko. In the design of its corporate identity, it was inevitable for us to use symbols and phrases related to faith, rendered in a modern way and with the aim to make believers and non-believers alike, lovers of good bread, smile.

Two hands in a prayer pose feature on the front of the oven and a stamp placed on the breads makes them look like a church offering.  Also, with a “holy” bag, with a modern figure of Jesus Christ and a key motto of the well-known New Testament admonition “love one another”, the goals for the Jesus Crust brand identity were to be humorous, memorable and a reminder that having a quality loaf of bread to share at the table is a statement of love, both to others and to ourselves.