Inwoo Baek

Work

Play

Info

Panera Bread
Designed at
   72andSunny

Design Director
   Shantanu Sharma

Junior Designer
   Inwoo Baek

Brand Identity
Campaign World
2025-26
‘It Just Meals Good’ is Panera’s new creative platform—a full brand reintroduction built around the emotional power of a real meal. It signals a shift from product-first messaging to a culturally relevant idea that reframes Panera as the place where every meal is an occasion.

We crafted a new bespoke typeface: Panera Bravo, created in partnership with Monotype. This gooey, craveworthy new typeface is at the heart of Panera’s refreshed identity. The letterforms are inspired by the hand-lettered bakery signage of Panera’s roots, weaving together the nostalgia of the brand’s past with the warmth and vibrance of its future. The name itself borrows from one of Panera’s most popular items, Bravo sauce, infusing the type with that same saucy, decadent feel. 

Case study coming soon.

Inwoo Baek

©2022—’25