Bonrue.

Bonrue is a European-style bakery rooted in the belief that great bread belongs at every table. Founded in St. George, Utah by three chef-restaurateurs with fine dining pedigree — including a French Laundry alum — Bonrue brings elite pastry craft to a community-first experience. The name says it all: bon (good) meets rue (the streets where we gather). With locations across Southern Utah and Northern Utah on the way, Bonrue is building something rare — a bakery concept with both the culinary credibility and the warmth to make it a destination wherever it lands.

Before it was Bonrue, it was Farmstead — a local St. George favorite ready to expand up the I-15 corridor in Utah. But one major roadblock stood in the way: trademark rights. Another company already owned the name, and a deal wasn't on the table. It was time to start over.

We talked to team members, gathered customer feedback, and ran focus groups all while holding onto the original meaning behind Farmstead. The goal was a name that still felt like a place of gathering, rooted in community, ownable as a brand, and true to the craft behind the baked goods.

The result was Bonrue . Inspired by the French words for "good" (bon) and "street" (rue) — reflecting exactly who the brand is: a place where community, cuisine, culture, and positivity come together. Every team member plays a role in bringing that spirit to life in the neighborhoods they serve.

Beyond the rename, Bonrue needed a visual identity with real depth, something approachable, but distinct from every other bakery in town. The brand mark is built from two crossed baguettes: a simple symbol rooted in craft and gathering. It represents more than bread — it marks a meeting point, where paths cross, conversations unfold, and customers become friends. A place of belonging. A good place to be.

Project Collaboraters: Savory Fund; Burke Morely