Francis Artisan Bakery is a present-day bakery with Japan-French influences. As a new face in the crowded market dominated by big names, Francis needs a strong positioning to differentiate itself. Therefore Milestone was tasked to conduct preliminary consumer research and develop its entire brand identity, starting from the name and logo to the store ambiance and digital presence. We played with Japanese katakana calligraphy and rustic elements such as wood color and earth color to vividly communicate the artisan vibes and Eurasian nature of bread while wrapping it all in a friendly and homey atmosphere.