A bread company sets the table with more than just baguettes.
Canada’s premier artisanal bakery, ACE, is baking up something other than bread with a tool to help people connect with one another, not our screens.
There’s nothing more powerful than breaking bread with someone. For centuries, it’s been how we connect, share and make memories. But in these modern times, a few unwanted guests have pulled up a seat to the table, distracting us from true connection – our mobile phones. In an effort to help curb the ever-so-present beeps and boops around the dinner table, ACE created the breadblox – a modern take on the breadbox that’s designed to hold devices so you can disconnect to truly connect.
In reference to the campaign, ACE Bakery’s Senior Brand Manager Rachel Leung explains that “we often say that meals are sacred times to bond with those we care about, but as we’ve seen these moments are often disrupted by our device’s distractions. It’s not even enough to flip our phones over anymore – it’s been proven that the mere presence of our phones causes us to not be present.” To help, the product was designed with an “out of sight out of mind” mentality, allowing users to choose to put away their phones and know that they won’t be missing anything.
“We didn’t want to just tell people to disconnect. It was about walking the walk and actually giving people the tool to do so,” said Jess Willis, VP Executive Creative Director of Mosaic Canada, the agency behind the invention. “Breaking bead has been a tradition for thousands of years, it’s time to stake its claim once again and remove the unwanted guests from the table: our phones.”
For its branding and packaging, Mosaic wanted to speak to the simplicity of this tech-like product, while still making it feel warm and approachable. With a focus on its sound-blocking abilities, the packaging showcases a soundwave being silenced as it’s being opened, connecting the act of using the product to choosing to silence the distractions.
Completing the narrative, the geometric sans wordmark, with its subtle sharp edges, help to tell the story of this modern appliance, while its unique X reinforces the idea of blocking out the noise to focus on what matters.
Bringing functionality to beautiful countertop décor, gloss white polymer and bamboo accents come together with a simple faraday cage to create the signal-blocking breadblox. Complete with a removable cutting board, its simple non-tech design is meant to encourage breaking bread with one another, not with our screens.
With an overwhelming response, the company is working on a second run but in the meantime, a waitlist can be joined at ACEbreadblox.com.
Mosaic North America is an agency that specializes in experience design. From packaging to products, integrated campaigns to awe-inspiring events, they believe creativity has the power to make the world a better experience.
Agency: Mosaic North America, Toronto
VP Executive Creative Director: Jess Willis
Creative Director, Art Director: Jason Soucé
Associate Creative Director, Copywriter: Sasha Newton
Senior Designer: Julia Hummel
Design Director/3D Artist: Tony Melino
Project Managers: Jess Disipio, Danielle Castellino
Sr. Director: Chris Desjardins
Account Director: Shannon Robinson, Nicole Bakker
Director, PR & Influencer: Erin Del Giudice
Innovation Studio: Wondermakr
Producer: Alice Pelot
Agency Producer: Julia Morris, Jess ParsonsLine Producer: Shayda Omidvar
Director: Brad Dworkin
Director of Photography: Justin Black
CGI & Animation Studio: IAMSTATIC
Executive Producer: Andria Minott
Director/Partner: Ron Gervais
Animation Director: Dave Greene
Audio House: Toronto Sound
Partner/Post Production: Aaron Gaistman
Print Manufacturer: Godin Productions
Partner: Kevin Godin
Photography Studio: Westside
Photographer: Vicky Lam