Bub and Grandma's
If you’ve had good bread in Los Angeles it was most likely baked by Bub’s. Leaving his previous career, Andy sought to create a sandwich shop and along the way took on the art of mastering bread. All of Bub and Grandma’s bread is made by hand without automation so that every loaf has the perfect shape, crust, and crumb. Slowly, Bub’s has built a successful bakery and crafted a spectrum of bread that has gained a national following.
The original intent grew beyond a simple sandwich shop and evolved into a full-service restaurant-cafe with a robust pastry program. Inspired by Andy’s roots and love of Jersey diners, CLUB worked on an identity influenced by diner nostalgia, California effortlessness, and simplicity of ingredients while considering a system that could work seamlessly throughout.
As Bub’s hallmark is their bread, we explored a logotype that spoke to the bread-making process. Dough making is a messy and laborious process so we wanted the logotype to be handmade and imperfect like the bread.
TYPE WITH CHARACTER
Seeking to add character in simple ways, we dug through the archives and came across E.C. Matthews’ single stroke block letters in “Sign Painting Course”. We modified the letterforms for current times while keeping the character intact. This became the throughline for the Bub’s identity as it served multiple uses from labeling wholesale bread to one-liner bumper stickers.
Alongside Rough Gothic, Nick Sherman designed a typeface, Service Sans, inspired by the blue collar culture that surrounds diners and drive-ins as supporting type.
MADE BY HAND
We integrated pen and paper illustrations alongside the paint-inspired typography to add layers of warmth and casualness to the brand’s assets.
Working with Walk and Talk Consulting, we found moments within the environment to integrate the brand seamlessly throughout each touchpoint. Small touches of acrylic “step” signs and larger brand moments with a fully painted menu board for to-go orders.