Type:
Brand Experiences
Client:
CUBIC
Deliverables:
Brand Identity, Brand Guidelines, Packaging Design
CUBIC Brand Refresh
Project Description
Celebrate 6 years of CUBIC Bread with a fresh new brand identity — evolving beyond just bread to offer a healthier lifestyle that’s simple, delicious, and easy to enjoy.
We spoke with the founders of CUBIC Bread to uncover their beliefs and the passion behind creating a higher-quality bread brand—despite entering a market where 99% was dominated by large, convenience-store labels.
We began with extensive founder interviews to understand CUBIC's journey, beliefs, and vision. Combined with social listening and market research, we uncovered that CUBIC had become customers' first choice for healthy bread—offering "อาหารอร่อยที่ไม่ต้องปีนบันใดกิน" (delicious food that's accessible to everyone).
CUBIC is the healthy curator — curious, experimental, and passionate about making better food accessible. Like a dedicated chef, CUBIC crafts each recipe with care, exploring new grains and techniques to make healthy choices feel effortless, natural, and delicious.
We believe CUBIC Bread offers "Attainable good health" for the health-conscious. For others, we provide "Delicious healthy food," making wholesome choices easy and enjoyable. Healthy can be both accessible and delightful.
A clean, geometric logo system featuring the CUBIC wordmark breaking outside a three-dimensional cube outline. This dynamic identity represents CUBIC as a forward-thinking food innovator while maintaining approachability for everyday customers, ready to experiment and evolve alongside their community.
The evolution of the CUBIC logo reflects the brand’s journey — from its literal roots in cubic bread, symbolized by the original cube frame, to “thinking outside the box” with hexagonal and organic forms. This transformation marks the shift toward a distinct, forward-thinking identity, capturing CUBIC’s spirit of innovation beyond its foundational shape.
We reorganized their entire product line with a cohesive color system that communicates both brand values and specific product benefits across all touchpoints.
CRAFT elevates CUBIC into a realm of curated excellence. This premium line focuses on high-quality, select seeds and grains, transforming their bread into an exceptional experience.
CUBIC BUN deliver ready-to-eat wellness and delicious convenience. They're crafted for your everyday, making healthy choices effortless and enjoyable, whether you're a health enthusiast or new to nutritious options.
Ready to Craft Your Dream Brand Experience?
Like CUBIC, every brand has an essential truth waiting to be articulated. If you're a founder looking to empower your brand with a meaningful and memorable experience, we'd love to hear your story.
Let's connect and discuss how we can help you craft a brand that truly resonates.