New Identity for COBS Bread by Rethink

Founded in Australia in 1980 as Bakers Delight, the family-owned bakery network now encompasses over 700 bakeries across Australia, New Zealand, Canada, and the U.S., with more than 130 North American locations operating under the COBS Bread name. Recently, COBS partnered with North American agency Rethink on a brand refresh that leaves the logo intact while introducing a more comprehensive visual system inspired by the one thing at the heart of the business: bread. /** * Stop all iframes or HTML5 's from playing */ var stopVideos = function () { var videos = document.querySelectorAll('iframe, video'); Array.prototype.forEach.call(videos, function (video) { if (video.tagName.toLowerCase() === 'video') { video.pause(); } else { var src = video.src; video.src = src; } }); }; .pausevideos { margin: 20px 0 30px; display: block; font-size: .8em; font-family: 'ABCSocial'; font-variation-settings: "wdth" 100, "wght" 370, "slnt" 0; -webkit-font-feature-settings: "ss02" 1, "ss04" 1, "ss05" 1, "lnum" 1, "liga" 1; font-feature-settings: "ss02" 1, "ss04" 1, "ss05" 1, "lnum" 1, "liga" 1; text-transform: uppercase; letter-spacing:.15em; font-style: normal; font-weight: normal; cursor: pointer; border: 1px solid rgba(242,24,24,.5); background: transparent; color: rgba(242,24,24,1); padding: 12px 15px 10px; -webkit-transition: all 250ms ease; -moz-transition: all 250ms ease; transition: all 250ms ease; text-decoration:none; } .pausevideos:hover { border: 1px solid rgba(0,0,0,.3); color:rgba(0,0,0,.85); background:white; -webkit-transition: all 250ms ease; -moz-transition: all 250ms ease; transition: all 250ms ease; text-decoration:none; } pause all videos Sample of OLD identity. Small disclaimer: this review contains a baker’s dozen worth of dumb bread puns. I apologize in advance, but since they practically write themselves, I kneaded to get them out of my system. Dough big or dough home, right? The previous identity was perfectly fine and, if anything, felt appropriately tethered