Brill Rebrand

An Integrated Branding Campaign for the Baking Industry’s International Leader

After several acquisitions over the past two decades,
CSM Bakery Solutions wanted to redefine the brand identity
of their subsidiary brand in North America, Brill.

By standardizing the elements used for brand development,
including brand architecture, guidelines, and sales collateral,
I created a distinct brand identity for Brill while clearly defining
its relationship with the parent company, CSM Bakery Solutions.

The Brill logo tells the brand story with two elements: the baker’s hat and the logotype.

R 41 G 64 B 139 | C 100 M 80 Y 00 K 05 | WEB #29408b | PMS #280C

R 232 G 157 B 00 | C 00 M 36 Y 100 K 08 | WEB #e89d00 | PMS #131C

R 214 G 105 B 15 | C 12 M 69 Y 100 K 02 | WEB #d6690f | PMS #717C

R 199 G 155 B 114 | C 22 M 39 Y 62 K 01 | WEB #c79b72 | PMS #728C

R 164 G 208 B 219 | C 35 M 06 Y 11 K 00 | WEB #a4d0db | PMS #551C

R 64 G 79 B 105 | C 81 M 67 Y 38 K 22 | WEB #404f69 | PMS #7545C

To maintain consistency across all mediums, we try to incorporate the graphic treatments and photography style when approaching creative collateral for the Brill brand.

Color Transparency

Bold Typography

Texture Backgrounds

Brand Announcement Materials

Announcement Notebooks

Branded Announcement Cookies Cutters

Branded Launch Gift

Video: Brand Announcement
Marketing Materials

Business Card Design

Sales Catalogs

The Client

CSM Bakery Solutions is the baking industry’s international leader, producing a broad range of products for customers in more than 100 countries. Headquartered in Atlanta, Georgia, CSM offers a broad, innovative portfolio of premium quality bakery ingredients, finished products and services for retail and foodservice markets as well as artisan and industrial bakeries.

Project Objective

CSM wanted to refresh the branding for their hero brands in North America and standardize the components used for brand development. The goal of this project was to develop the Brill brand standards, brand compass, and brand expression to better support current initiatives and the expansion into new channels and new cross-category initiatives.

Target Audience

National supermarket chains & foodservice seeking world-class quality, convenience and labor-savings. A partner to help generate sales by providing unique ideas & support.


Creative Director, Designer


Illustrator, InDesign, Photoshop, Dreamweaver


Brand Identity, Visual Identity System, Sales & Marketing Materials, Business Cards, Website, Brand Video, Brand Launch Kit

error: © Copyright 2015 Cassidy Herrold