• Panera’s new visual brand identity comes courtesy of the Los Angeles-based agency 72andSunny.
• The branding update comes as Panera seeks to regain relevance in a now-crowded, competitive fast-casual dining category.

In the late 90s, a new restaurant category emerged: “fast casual,” an establishment firmly ensconced between traditional sit-down eateries and Quick Service Restaurants (QSRs), colloquially known as “fast food.”

Panera Bread was a progenitor of the fast-casual realm, quickly followed by brands like Chipotle, Blaze Pizza, and Cava. And while Panera was the first and faced little competition in the category, the space is crowded today. The chain saw a need to refocus its marketing strategy, including a brand identity refresh.