Niedlov's Bakery

Artisanal bakery rebrand balancing innovation with beloved tradition

When Erik Zilen became the new owner of Niedlov's, he envisioned recreating the transportive feeling of stepping into Europe's venerable bakeries. The challenge was updating one of Main Street's most recognizable and established logos while walking the delicate line between refreshing innovation and timeless tradition. This was particularly meaningful since Whiteboard had created the original logo in 2004. Our approach honored the bakery's artisanal heritage while positioning it for a new era. We developed a handcrafted wordmark inspired by old-world typefaces from the late 1700s, capturing the authentic character that Erik experienced overseas. The design system extended beyond the wordmark to include a color palette that showcases the unique ingredients that have made Niedlov's a Chattanooga staple for over twenty years. The rebrand successfully bridged past and future, maintaining the beloved bakery's established equity while creating fresh visual energy that reflects its continued commitment to artisanal craft and quality.