Solburst Score: Dave's Killer Bread
During the winter of 2016, I started to develop weird health symptoms. For example, my lips would blow up so much I looked like Angelina Jolie, which would have honestly been dreamy had it not been for the burning pain and dryness that came with the swelling.
My first instinct was that I was allergic to something, so I did my best to pay close attention to all the lip products I used and what I ate. Unfortunately, I couldn’t figure it out. The symptoms lasted a few months and I wrote it off as a fluke, but the swelling came back only a month later! Since I hadn’t worn any makeup in months, I was convinced I had developed a food allergy so I cut out EVERYTHING I could think of that might be problematic: gluten, sugar, dairy, eggs, nuts, seafood. That was the first time in my life I focused on learning more about food.
I don’t know if I have a food allergy (finally ordered an at-home test last week), but I was diagnosed with an autoimmune disease in the summer of 2016. I know my body doesn’t handle certain foods as well as others, and I have also come to learn that quality does make a big difference. I was a stubborn anti-organic girl before I got sick. I thought it was all a hoax to get more money. But when you can’t depend on medicines or therapies to make you feel better, you learn to lean on the medicines you find in food, and fast!
As a result, I became a regular at stores like Whole Foods. I knew ingredients mattered and I started paying close attention to what I was putting in my body to minimize autoimmune flares, or soothe them. After having lived off of cereal and quesadillas for breakfast, lunch, and dinner as a law student and new designer, I stopped buying packaged food--anything that came in a box, bag, or can. I also noticed that dairy did not sit well with me, so I cut that out as much as possible. My life changed. Eventually, extreme fatigue I had experienced for years vanished.
But during travels or moments in my life when I don’t have time to make everything from scratch, it’s helpful to know which packaged products I can count on, so I started experimenting with different organic brands. This is when I first encountered Dave’s Killer Bread.
Two years ago, I noticed bags of bread at the grocery store that looked...fun?! They had bright colors, animated art, and a killer brand name. I ate bread maybe once a week at that point, so it didn’t make sense to buy any at the time. But every time I went to the store, the same bread bags caught my eye! One day I picked up a bag and admired it’s fun design elements, but didn’t end up buying it. A few months later, while my husband and I were staying with some friends, they asked me to pick up some bread. I couldn’t find the organic kind they usually bought, but I saw Dave’s Killer Bread, and picked up a bag to inspect it. I turned the bag over for the first time and read the brand story. My husband, who had gone to a different aisle for some salad dressing, found me in the bread aisle CRYING.
As a long time prison volunteer, the design and story behind Dave’s Killer Bread locked me in as a customer for life. Dave Dahl, the company’s founder and namesake, served four prison sentences throughout his life. After his fourth release, Dave turned his life around by rejoining his family’s bakery and rediscovering his passion for baking. After long hours in the kitchen perfecting recipes, Dave created Dave’s Killer Bread, a company dedicated to making killer organic breads and hiring people who deserve second chances. The company’s entire design experience (not to mention amazing product) makes Dave’s Killer Bread one of my very favorite brands!
EMERGENCE
A. Contour (6/10)
Differentiation: How does the shape of the product compare to the competing shapes around it on a shelf?
Let’s be real, there is only so much you can do with bread packaging. Stray from a bread bag, and you may go unnoticed. A functional loaf of bread can only come in a few shapes and sizes. Dave’s Killer Bread (DKB) doesn’t have a crazy or unique shape in comparison to other bagged loaves on the shelf.
Thoughtfulness: Is the shape of the product designed for human use, or does it have any bearing on the health of the planet?
Again, not a ton of options here for DKB. Perhaps a compostable bag would make a difference, but DKB packaging is made from low-density polyethylene (LDPE), making it completely recyclable.
Organization: How does the organization of the icons or words on the product compare to others and orient our attention?
The shape of the content on the bag definitely is the strongest design element for DKB. It is, to my knowledge, the only bread company that prints an illustrated human figure on its bags. The shape of the name and icon is eye-catching, as if shouting out visually while you walk past it. The logotype and icon style--energetic, bold, and humorous--sets DKB apart from the other standard and conventional bread company designs.
Ryan Alexander-Tanner, an Oregon-based illustrator, is the man behind the genius DKB logo. He met Dave at a farmers market while interviewing vendors for a newspaper. After Ryan interviewed Dave about the bread, he asked Dave if he could interview him later about his time in prison. They exchanged information and Dave eventually asked Ryan to design the DKB logo. A million iterations later, the official DKB logo was born.
B. Color (8/10)
Context: How do the conditions affect the way we experience the chosen color(s)?
Color is huge for DKB. Most bread companies use traditional and low-key colors (soft or deep blues, golds, and reds). DKB colors make the products pop!
Contrast: Does the design master the use of contrast through color?
White, black and red always deliver amazing contrast, so the DKB logo comes in strong here. The other bright colors accompanying bread types are an added bonus. DKB displays just the right amount of contrast to grab our attention. Other bread company colors sometimes get lost through the plastic among the background of the bread. Nothing is lost for DKB.
Meaning: Do we find the tonal value of the colors appropriate for the suggested product use? How do they make us feel?
With Dave’s background and image, the colors fit perfectly. The colored labels associated with various product names also make sense (white for white bread, red for powerseed, blue for blue bread, etc.). In addition, DKB colors bring a much needed freshness to the bread aisle.
Did you know that 60% of our decision to buy a product is based on color? Like Method for soap, DKB makes buying bread exciting. Who knew picking up a loaf could be fun?
C. Content (9/10)
Clarity: Is the content easy to pronounce and does it quickly communicate a company’s vision?
The content is printed in bold and colorful letters. It is easy to pronounce the company name. The cartoon of Dave with his guitar doesn’t give away the company vision immediately, but it is intriguing enough to make us want to know what it all means. I think it’s safe to say we wouldn’t usually associate a burly man wearing an electric guitar with organic bread.
Cleverness: Is the content (name, slogan, etc.) creative and memorable?
DKB’s name is nothing short of amazing. The play on words with “killer” is hilarious without being creepy, and really so appropriate because the bread is excellent! It’s memorable. Aside from the classic but not-so-good-for-you Wonder Bread or Sara Lee, I couldn’t tell you the name of any other bread brands. Even DKB’s different product names are more memorable than other brands.
Compulsion: Does the content convey passion that compels us to buy?
If the logo, color, and organic label on the front doesn’t make you want to buy DKB, turn the bag over and read the company story. I’m not crying, you’re crying. And now you’re finally sold.
DKB’s content beats out its colors. It’s funny, serious, and moving. Any design that can make you intrigued, excited, salivate, and then cry has figured it out.
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In terms of bread experience, it doesn’t get better than DKB. The company’s design is unique, clever, and refreshing. The logo, colors, and creative content make a killer combination that inspire others (hi, Eureka!), and annihilate the rest of the competition.
ENGAGEMENT
A. Utility (7/10)
Time: Does the company choose the right time and cadence to introduce another touchpoint?
DKB is based in Portland, Oregon and first gained popularity in the Pacific Northwest. When I lived in the Bay Area, there were more DKB product offerings and signage. Out east, product offerings vary and there is little or no advertisement. I’m not sure what DKB should do, if they need to do anything, in terms of ads. Like other new hip brands, they have a fan club called Bread Head Nation that customers can join via email, but it took me a while to find out about it.
Place: Is the engagement shared through the appropriate channels?
Again, hard to know what channels DKB should explore and which ones they are already using for someone who lives far from its headquarters. One of the ways design-centric companies with physical products fall short is by lacking a strong web presence. In this regard, the DKB website is killer. If you want to learn more about the company, visiting their website will not disappoint. The company Instagram account has also improved significantly over time. If you’re a fellow bread head, check it out @daveskillerbread. Because the only thing better than eating delicious bread is looking at photos of it.
Quality: Does the engagement meet or exceed the expectations set during the emergence experience?
Every moment of engagement with DKB meets or exceeds a previous DKB engagement. The products are great and the product design is consistent, so the experience quality is high.
Overall, DKB is useful because its messaging is clear, and its product is organic bread. Outside product engagement, other design engagements are rare. Outside of advertisements, there are great sponsorship and service opportunities for DKB, especially those revolving around re-entry. Perhaps the company is more involved in the Oregon community, but it would be great to see some brand presence out on the Beast Coast.
B. Understanding (8/10)
Intuition: Does the engagement uncover the deep subconscious values we are looking for in the market?
Every consumer category needs design love, especially the necessities we’ve come to accept as boring (milk, eggs, bread, etc). Making an exciting bread company, especially an exciting organic bread company, is a big deal. We are always looking for ways to be awakened while shopping. DKB has changed the bread game and challenged us to be better human beings.
Empathy: Does the engagement embody the human challenges we face now, and those to come?
DKB shows incredible empathy through their devotion to Second Chance Employment, or hiring people with criminal backgrounds. The U.S. houses 25% of the world’s incarcerated people, and most of these inmates intend to build a better life after serving their sentence. DKB has provided a way for many to do so in a world that typically shows them the door.
In addition, the world is in need of cleaner food that actually tastes better than the alternatives. We’ve strayed so far from safe and healthy foods to make nourishment cheaper, addicting, and more accessible. DKB’s products are a step in the right direction. DKB design is top-notch and so is their product! Hallelujah!
Solution: Does the engagement make the brand a go-to solution for a problem?
The illustration, colors, content, and story locked me in years ago. And I know I’m not the only one because every time I go to the store, DKB is nearly, if not always, sold out! Even though it is hard to find DKB where I live, it has definitely become my go-to any time I need or want to buy bread, bagels, and buns. I just wish they sold their products directly from their website!
I am a firm believer that product design matches product quality. I know it’s not always true. There are some excellent products with really sh!tty designs and vice versa. In the case of DKB, the company’s designs speak for the actual bread. There is nothing better.
C. Unity (8/10)
Diversity: Does the engagement build a tribe of diverse people based on shared values or passions?
DKB is pricier than most. Unless it’s the one item that families splurge on, I don’t think the DKB products have a super diverse customer base. But in terms of corporate identity, DKB showcases their employees regularly, most of whom are talented people with troubled pasts. The company’s dedication to second chances is so inspiring and something I hope to be able to incorporate in my own work in the near future!
Sentience: Does the engagement prove that the brand is aware and responsive to trending or troubling issues?
DKB is committed to re-entry efforts and decreasing recidivism rates by hiring ex-convicts. The mass-incarceration in our country is a problem that doesn’t gain enough attention or interest and I’m so glad that DKB shines a light on it. The company is also serious about sustainability and clean food. DKB is heavily involved in organic agriculture of wheat and seeds, and sponsors organic farms in the PNW.
Simplicity: Does the engagement provide natural and simple ways for us to connect with one another?
I don’t know that the actual products help bring customers together, but they do allow people deserving of reinvention to start new lives and create something that enriches the life of others. If you’re an employer interested in learning more about how you can give second chances, check out the DKB Foundation.
DKB is aware of serious issues that plague our country and the world. That being said, I wish more people knew about the wonderful work they’re doing for the families touched by incarceration and the environment.
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After a product first emerges, continuing to create meaningful moments of engagement is difficult. As a company, you don’t want to overdo it, but you definitely want to become a big part of your customers’ lives, especially when your product is a staple. I wish that more DKB customers and people in general knew more about the company’s story and mission, but I also believe that when a company focuses most of its energy on innovation and design, there is little need for advertising to win trust.
EMOTION
A. Rousing (9/10)
Psychology: Does the experience design correspond to our emotions and capabilities?
Anyone who makes bread colorful and exciting without sketchy ingredients is amazing. And who makes a customer cry while they’re shopping for bread?! Even though it took me a while to learn more about the DKB story and mission, that’s typical for any product worth buying. There’s so much competing for our time and attention in a supermarket, but DKB is worth the pause. If DKB is sold at your local store and you haven’t caved, make the time during your next visit. If DKB is not sold near you, check out their website for more information.
Authenticity: Does the experience design appeal to emotion through genuine and consistent interest?
DKB’s experience design is genuine and consistent in store and online. You can tell that every physical and digital product design was made with the same attention to detail. Shout out to Evan Parcher for keeping it together!
Magic: Is the design experience more attractive than the product/service offered?
DKB gave packaged bread a killer makeover. That’s magic.
DKB is still relatively new and there are lots of places that have not yet been graced by its presence. That being said, DKB presents a strong mix of emotions that will carry it far. The story behind the brand will continue to set it apart from its design copycats, and I think in time with more publicity and relevant engagements across the country, it has the potential to be the bread brand found in every kitchen.
B. Reliable (8/10)
Transparency: Is the experience design vulnerable and open about company practices and culture?
DKB is very open about company practices and culture. Whether on the product label or online, DKB design highlights its commitment to organic ingredients and second chances. Messaging is clear, consistent, and inspiring.
Action: Does the experience design communicate values and prove that the company keeps promises?
DKB’s experience design communicates company values everywhere you turn. There are many company events and efforts that most people are unaware of, but it’s obvious that DKB delivers on its promises once you go digging for more information.
Commitment: Is the experience design representative of the company’s dedication to customer service?
High-quality product engagement and the company missions say a lot about how DKB views its customers, and humans in general. There is a ton of thought and energy that goes into DKB that I know is undervalued.
DKB is reliable. The company has reinvented packaged bread in ways that make us feel enlivened and secure. In addition, the company has taken on worthy causes that make their products stand as a reminder that we are human and we should treat others with basic dignity and respect.
C. Resonant (9/10)
Archetype: Has the experience design aligned itself with a particular theme to appeal to our ego, emotional state, need, or aspiration?
DKB design aligns itself with reform, new beginnings, strength, and quality.
Optimism: Does the experience design acknowledge and respect human struggles, and inspire hope?
DKB’s experience design respects human struggles on a very deep level. There is so much judgement in the world, but the reality is, we’re not all that different. We all make mistakes. DKB's design acknowledges the fragility of humanity and gives us the hope we need to begin again and to encourage others to do so.
Courage: Does the experience design focus on the big picture and push boundaries?
DKB’s design focuses on big issues that are uncomfortable for everyone. Hiring people with criminal backgrounds make most people uneasy, and improving environmental problems can seem overwhelming. DKB is pushing boundaries and challenging other companies and employers to adopt intimidating problems to solve.
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DKB’s design is emotional. The company calls our attention to a problem we don’t talk about enough. One in four Americans have a criminal record and more than ten thousand people are re-entering communities every week! DKB is proof that people deserve second chances and can create something extraordinary and influential. As a Second Chance Employment leader, DKB is electrifying and courageous. It proves that anyone with passion can bring optimism to our darkest problems and lead the way to working solutions. I’m glad to see the company release new products and continue to grow. It isn’t everyday that great design meets a powerful mission and exceptional product--a feat strong enough that makes me want to dance!
En Español: (disponible muy pronto)
EMERGER
A. Contorno (6/10)
Diferenciación: ¿Cómo se compara la forma del producto con la forma de los productos de la competencia en el estante?
Consideración: ¿La forma del producto está diseñada para uso humano o fue diseñada para mejorar las condiciones ambientales?
Organización: ¿Cómo se compara la organización de los iconos o palabras en el producto con otros y orienta nuestra atención?
B. Color (8/10)
Contexto: ¿Cómo afectan las condiciones a la forma en que experimentamos los colores elegidos?
Contraste: ¿El diseño usa contraste a través del color?
Significado: ¿Es el valor tonal de los colores apropiado para el producto? ¿Cómo nos hacen sentir estos colores?
C. Contenido (9/10)
Claridad: ¿El contenido es fácil de pronunciar? ¿Se comunica rápidamente la visión de la empresa?
Inteligencia: ¿Es el contenido (nombre, eslogan, etc.) creativo y memorable?
Compulsión: ¿El contenido transmite pasión que nos obliga a comprar?
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REUNIR
A. Utilidad (7/10)
Tiempo: ¿La empresa elige el momento y el ritmo adecuados para introducir otro punto de contacto?
Ubicación: ¿Se comparte la interacción de diseño a través de los canales apropiados?
Calidad: ¿El compromiso cumple o supera las expectativas establecidas durante la primera experiencia de diseño?
B. Comprensión (8/10)
Intuición: ¿La experiencia de diseño revela los profundos valores subconscientes que estamos buscando en el mercado?
Empatía: ¿La experiencia de diseño encarna los desafíos humanos que enfrentamos ahora y los que vendrán?
Solución: ¿La interacción de diseño hace que la marca sea una solución para un problema?
C. Unidad (8/10)
Diversidad: ¿La interacción de diseño construye una tribu de personas diversas basadas en valores o pasiones compartidas?
Responsivo: ¿La interacción de diseño muestra que la marca es consciente y responde a problemas populares?
Sencillez: ¿La interacción de diseño proporciona formas naturales y sencillas para que nos conectemos unos con otros?
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EMOCIÓN
A. Conmovedor (9/10)
Psicología: ¿El diseño de la experiencia corresponde a nuestras emociones y habilidades?
Autenticidad: ¿La experiencia del diseño apela a la emoción a través de un interés genuino y constante?
Magia: ¿Es la experiencia de diseño más atractiva que el producto / servicio ofrecido?
B. Fehaciente (8/10)
Transparencia: ¿Es la experiencia de diseño vulnerable y abierta sobre las prácticas y la cultura de la empresa?
Acción: ¿La experiencia de diseño comunica valores y demuestra que la empresa cumple sus promesas?
Compromiso: ¿Es la experiencia de diseño representativa de la dedicación de la compañía al servicio al cliente?
C. Resonante (9/10)
Arquetipo: ¿Se ha alineado la experiencia de diseño con un tema en particular para atraer a nuestro ego, estado emocional, necesidad o aspiración?
Optimismo: ¿La experiencia de diseño reconoce y respeta las luchas humanas e inspira esperanza?
Valor: ¿La experiencia de diseño se centra en el panorama general y empuje los limites?
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