Maria Ioana (Pitch)

We collaborated with Maria Ioana, one of Bucharest’s premier artisan bakeries, to create a robust, scalable brand identity that honours its craftsmanship roots whilst accommodating its rapid growth. With production tripling in just four years, the challenge lay in finding a brand name and identity that mirrored both tradition and expansion.

Through a thorough naming exploration, we developed a selection of names that balance heritage, artisanal expertise, and a fresh, modern perspective. Our leading choices—Aluat, M+I Bakery, and Crusty—highlighted authenticity and craftsmanship, whilst alternative names like Cœur de Pain, Dough & Co., and Mélange offered a refined, international flair.

We aimed to encapsulate the essence of Maria Ioana’s bread-making philosophy—one that reveres tradition whilst embracing the future of artisanal baking at scale.