ABOUT

Brief:
Carry out the branding for an independent bakery in East London.

Concept:
Bread should be made by humans and not machines. Rather than using an obvious tone of voice such as 'made by humans' I wanted the language to be more suggestive and cheeky than blatant. I wanted to encourage people to return to eating freshly baked bread without the chemicals and additives that are packed into supermarket bread. I have used the strap line 'honest baking' to express the honest methods of baking and ingredients used and also as a play on words to convey the cheeky and rather blunt tone of voice that is present throughout the brand. The graphics are intended to resemble the scoring marks on top of bread. They are simple, abstract patterns to reflect the simplicity of traditional bread making ingredients and honest tone of voice of the bakery.