HELMS BAKERY
Founded in 1931, Helms Bakery became a defining feature of mid-century Los Angeles life, embedding itself into the thread of suburban expansion. Its cream-colored delivery trucks symbolized a new kind of domestic modernity, bringing fresh bread to the doorsteps of Angelenos as the city spread outward. Today, the restored Helms Bakery complex has been shaped by the evolving neighborhood and has been repurposed into its own design district. At the heart of the district, Chef Sang Yoon has revived the bakery itself, reopening its historic doors to once again serve Angelenos.
Output
Identity
Collateral
Wayfinding
Photography
Credits
PHOTOGRAPHY
Jason LeCras
INTERIOR DESIGN
Studio Unlimited
CREATIVE DIRECTION
Folklor
ARCHIVE PHOTOGRAPHY
Helms Design District
WORKING CLASS LOS ANGELES
A vivid memory of many older Angelenos is Helms’ distinct cream-colored bakery trucks. These trucks serviced all of the neighborhoods in the area and became an iconic feature of Los Angeles from the 30s to 60s.
BREAD OF THE OLYMPIANS
In 1932, Helms became the official baker of the Olympics. The shield shape was adapted with the Olympic rings to honor this partnership and was adorned on the building. Many teams from Germany to London would ask specifically for Helms bread and their recipes.
APOLLO 11
In the company’s first year of operation, they were able to secure a contract with the government to be the first bread on the moon, securing their reputation as a superior bread and sporting its spot in the stars on the Helms’ delivery trucks.
LOGOTYPE
To differentiate the bakery’s renewed presence within the design district, Folklor reinterpreted the original mark, retaining the “H” crossbar and adding a graphic shadow as a quiet nod to its heritage.
COLOR
With a need to separate itself from the bakery complex, we developed a modern neopolitan palette that also tied itself to the nostalgic colors of the bakery’s’ golden years.
OLYMPIAN SHIELD
To accompany the logotype, we reimagined the Olympian shield that adorns the building’s façade. After collecting its many iterations, we refined a version drawn from Helms bread packaging, introducing subtle modern details. The renewed shield serves as a symbol of Helms’ enduring legacy and its deep roots in Los Angeles.
TYPOGRAPHY
In developing the typographic system, we drew inspiration from mid-century forms—typefaces that conveyed warmth and everyday utility. The primary typography, set in DDC Hardware, is complemented by moments of hand-drawn script, balancing baking precision with a human touch.
TERTIARY ELEMENTS
Building on the established logotype, shield, and typography, we created a set of tertiary elements for packaging and wayfinding, ensuring there’s always a fresh way to rediscover Helms.
A MODERN BAKERY
The identity, grounded in Helms’ storied past and thoughtfully paired with Studio UNLTD’s interior design, forms a dialogue between heritage and modernity. Together, they create an environment of nostalgia where the visual language, materials, and spatial experience reflect both continuity and renewal, allowing Helms to carry its legacy forward while remaining distinctly contemporary for years to come.
