Baggio Ardon Design - La Monarca Bakery

This Los Angeles bakery, known for their authentic Mexican products and Monarch Butterfly conservation, is designed to reflect its values and mission. Being a Mexican bakery, it was important for our team to recognize the possible public perception and combat negative stereotypes. The brand is light, airy, kind, and inviting as a way to differentiate ourselves from other popular coffee brands but also to reflect our products. The foam of Mexican hot chocolate, the creaminess of coffee, and the golden crust of baked bread – all are elements people love most about these products and are all reflected in the brand.

THE PROBLEM

La Monarca Bakery was at a crucial point of transformation when they brought me on as Lead Visual Designer. They were expanding their CPG (Consumer Packaged Goods) line and needed cohesive packaging design and compelling retail displays to successfully break into new markets (online, retail brick-and-mortar, and grocers). The pandemic had underscored the importance of a strong online presence, yet their digital strategy was underdeveloped and lacked engagement. Social media content needed more consistency and creativity to capture their brand’s rich cultural essence, and their email campaigns lacked a strategic cadence. Additionally, with 12 retail locations, there was a need for refreshed in-store printed collateral that would maintain brand cohesion. Managing overseas production for their CPG line also required precise communication and quality control to ensure packaging met the highest standards.

THE SOLUTION

I addressed these challenges with a comprehensive approach. For the CPG line, I designed packaging that balanced traditional "Mexican" charm with modern, global appeal, ensuring it stood out on shelves and resonated with new audiences. I worked closely with overseas vendors to review printed samples, ensuring quality control and consistency before production. To enhance their digital presence, I established a cohesive social media strategy that highlighted the brand’s story and products, and I directed and executed product photography that captured their vibrant offerings. I implemented a strategic email campaign cadence to drive customer engagement and sales. Additionally, I led the design and installation of updated in-store collateral for all 12 locations, ensuring a unified brand experience across every touchpoint. Through these efforts, I helped La Monarca Bakery flourish both online and in-store, strengthening their brand identity and positioning them for growth.

EMAIL CAMPAIGNS

RETAIL DISPLAYS & EXPERIENCES

RETAIL GIFT SET DISPLAYS

THE CHALLENGE

Create an appealing holiday gift set display in a small space that would showcase the contents of the boxes without allowing guests to take from them.

THE SOLUTION

We created stand-up cutouts of each gift set, propped up by an easel backing. These would allow for layering and depth given the small space. Being cutouts, the contents could be shown but not removed. QR codes were added to the backdrop to encourage guests to order online and ship anywhere in the continental US, eliminating an arduous step in gift-giving.

RETAIL EXPERIENCES

THE CHALLENGE

Create a culturally authentic ofrenda for Dia de Muertos in a small space that is branded, creates an experience for the guests, and remains culturally sensitive tonally.

THE SOLUTION

A custom branded backdrop and table-runner for the ofrenda creates the branding needed in the small space to then create an ofrenda around. The ofrenda should not appropriate indigenous practices, nor negate its intention to honor our community and family – meaning the photos are of passed relatives for the retail workers of each store. Offerings of the company's products (bread, coffee, chocolate) can be placed in the specified baskets and mugs.

PHOTO RETOUCHING

LA WEEKLY COVER PHOTOGRAPHY

With 2 days to organize, direct, shoot, and edit on no budget, staff, or equipment, my team was able to get the CEO to pose in the parking lot of our warehouse. The rest of the day was spent editing & compositing several options that was eventually selected to be on the cover of LA Weekly.

SEASONAL PHOTOGRAPHY

Directing, shooting, and editing photography is a process that repeats every season. Adding in new backgrounds, brightening the photos, and keeping the photos warm are key to the bakery's brand image online. Often for digital spaces, regular photography isn't bright or sharp enough for a professional and clean appearance so additional graphic editing is required.