BoVA's Bakery Rebrand Proposal
In my Fitchburg State University course, Project Communication Design, we worked with Bova’s Bakery as our client. This was a competitive class assignment in which two groups developed rebranding strategies for the same client. The goal was to help Bova strengthen its digital presence as it approaches its 100th anniversary and better compete with nearby North End bakeries like Mike’s Pastry and Modern Pastry through a mobile-first website and social media strategy. As Co-Writer and Co-Designer, I helped shape the campaign’s messaging and visual direction by preserving Bova’s traditional, historic identity while modernizing the brand to appeal to a younger, digital audience.
Bova’s is well known for its bread and pizza, yet these offerings were not prominently highlighted in its branding. I identified this as a key differentiator from nearby bakeries and used it to guide my design decisions. I created a logo with a rounded top and a flat base, inspired by the opening of a traditional brick oven, and paired it with a rolling pin beneath the brand name to emphasize its homemade quality. I also developed a secondary, more versatile neon sign concept that highlights Bova’s 24/7 hours, designed to appeal to a younger, late-night audience.
One key difference we observed in our research was the packaging. Mike’s Pastry uses its signature twine, while Bova’s products are presented in plain, clear plastic containers with less visual identity. To address this gap, I designed a branded parchment paper insert to line the container, creating a more distinctive and shareable presentation that enhances recognition, especially on social media. I also developed a versatile version of this design to support Bova’s 100th anniversary.