2012 Eat-Drink-Design Awards: Best Visual Identity Design

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Inside the Baker D. Chirico in Carlton, Victoria. Image: Peter Bennetts

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Contemporary ply fittings combine with a classic black-and-white tiled floor at Baker D. Chirico. Image: Peter Bennetts

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Baker D. Chirico signage and packaging by Fabio Ongarato Design. Image: Peter Bennetts

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Baker D. Chirico packaging and typography by Fabio Ongarato Design. Image: Peter Bennetts

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Packaging details for Baker D. Chirico by Fabio Ongarato Design. Image: Peter Bennetts

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Baker D. Chirico. Image: Peter Bennetts

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Baker D. Chirico packaging by Fabio Ongarato Design evokes a refined old-world European elegance. Image: Peter Bennetts

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Shop front at night: Baker D. Chirico in Carlton, Victoria. Image: Peter Bennetts

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Classic store typography and signage at Baker D. Chiricoby Fabio Ongarato Design. Image: Peter Bennetts

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Baker D. Chirico’s neon sign. Image: Peter Bennetts

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Best Visual Identity Design — Joint winner
Baker D. Chirico by Fabio Ongarato Design

Jury comment

The original cleverness of the Baker D. Chirico brand has been extended and celebrated in a visually arresting and playful series of design moves. From the refined typeface that evokes early European modernist simplicity, to the surreal inspired collaged images in the packaging, there is both cerebral and sensual appeal; all of which is appropriate to the notion of artisanal bread that is both a staple and a luxury. The detail and tactile variation in the various items of branding are precise and satisfying. Fabio Ongarato Design have merged elements of both the curious and the comforting in this exemplary suite of graphic and packaging solutions.

Design statement

Baker Daniel Chirico is Australia’s most recognized artisan bread maker. He launched his second store in the Melbourne inner-city suburb of Carlton with a new identity and a fitout that combines the old with the new and the traditional with the playful, and which focuses on the craft of bread-making.

Baker D. Chirico
178 Faraday Street
Carlton Vic 3053
+61 3 9534 3777
bakerdchirico.com.au