bake - March 2013 - 22
During a time in which the economy dove and small
With the basic foundation of the brand solidified,
businesses struggled, Sugar bakeshop has achieved
Sugar built the remaining structure of its entire
about 20% growth every year since it opened. Its
brand package.
brand, owners and their philosophy have all played
major roles in the bakery’s success.
Carry the concept through
Once the whole brand came to fruition, Bowick and
A strong foundation
Bouffard made sure it was woven into the fabric of
“The fact that we named it Sugar conveys honesty,
the entire bakery operation. “It’s not just about the
simplicity and a clean, modernistic approach,”
logo,” Bouffard says. “It’s about the look and feel of
Bowick says. His family goes back six generations in
the shop when you come in. It’s about the colors,
Charleston. Summers and holidays spent there taught
the little accent pieces, the things that conjure up an
him that the word sugar means more than a staple
idea of your mother’s or grandmother’s kitchen and
sweetener. “At the same time,” Bowick says, “a good
give people that feeling of something that they’re
concept can have multiple interpretations, so we like
familiar with.”
the fact that sugar is also a term
of endearment in the South.”
Bowick and Bouffard wanted a
cup that my grandmother used to
“We wanted something that
was a little nostalgic and sort
of a throwback.”
keep for the sugar in her house,
Bill Bowick, Sugar bakeshop
clean and elegant color scheme to
accent the name. They found it in
a way as simple as the name itself.
“I had an old, cheap plastic sugar
and that’s basically the color we
used for the shop,” Bowick says.
“We wanted something that was
a little nostalgic and sort of a
throwback.” With the name and
color established, Sugar was ready
for a logo.
While many large conglomeratetype businesses possess the
necessary means to have a team
of artists and designers produce
a logo, most retail bakeries do
not. Instead, retail bakery operations lend themselves well to
coming up with clean and effective logos on their own. You can
create a wonderful and costeffective logo with some thought
and utilization of resources you
already have. “It’s really just a
font that we liked and the color,”
Bowick says, “really simple and
straightforward.”
22 < MAR 2013 | bakemag.com
http://www.bakemag.com
bake - March 2013
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