Were you one of the many millions to dine in a Panera Bread during 2012? You likely saw TOKY’s work — welcoming you inside and even suggesting a seasonal treat.
For several Panera seasons, or “Celebrations,” TOKY developed a distinct visual style and memorable narrative to lead customers through their stay.
National industry leader Panera Bread sought TOKY out in 2011 to begin concepting and designing its seasonal in-store materials — banners, greeting stands, merchandise signage, and the like — for its 1,500 bakery-cafés in 40 states throughout the country.
For this high-visibility work, TOKY led seasonal concept development (“Return to Summer,” “Share the Season”), wrote original copy, art-directed the photography and letterpress lettering, and executed all components. We found a terrific partner in Panera’s creative team, and enjoyed working with Boston-based photographer Francine Zaslow. It has been a great deal of fun to hear from our friends and colleagues throughout the U.S. who have taken in this work en route to making their own orders.