ABOUT

The brief:
To help the iconic bakery find its tone of voice and articulate this into in-depth guidelines.

The approach:
I knew I liked Max, Becca, and Daisy - the three founders of the The DK bakery - when they gave me a loaf of their delicious potato sourdough at our first meeting. At this initial kick-off, other than get excited about their product, I laid out my suggested strategy for working with them and we finessed the process and scope of the project. I interviewed the three as a group, and then individually, researched the bakery's customer base, history and presence; before squirrelling away on a rough document that outlined where the DK TOV was, where I thought it could go, and some initial ideas. I presented this work to the three founders, which thankfully went down well, and then we workshopped the findings. I was keen to take the three on a bit of a journey through the work, so they could understand and see the nuance of the strategy, as well as become ambassadors for the TOV. A lot of work went into the project, but in a nutshell we rinse and repeated this process of finessing until all four of us were happy with the end result. I can't share everything here of course, but hopefully you can get a flavour of the work created.

The result:
A TOV and set of guidelines that encapsulate the endlessly welcoming, decidedly chaotic, and unequivocally delicious business that is The Dusty Knuckle Bakery.