A neighbourhood bakery / 2025
Morrow
Good bread. A little less explanation.
A bakery with a queue out of the door and a website that still said “opening soon”. The bread had moved on. The identity hadn’t.
What they came with
Nell and her father, Tomas, had been baking on the same corner for eleven years. Their customers knew the bread by sight. Everyone else had to telephone to ask what it was, when it was ready, and whether there would be any left. They asked us for an online shop.
What we saw in the fallow
We spent four mornings behind the counter, mostly getting in the way. Almost nobody wanted bread delivered. They wanted to know when to walk over. The handwritten board beside the oven was more useful than anything on the old website. So we started there.
A note from the work
The website follows the oven, not the other way round.
— Ingrid & MateoWhat we made
A plainspoken identity, paper bags printed in one colour, and a website organised around the day’s bake. Nell can update the board from her phone in the time it takes to wash a mixing bowl. Ingredients and allergens sit beside each loaf. Collection is a small, separate conversation.
What grew
By winter, the telephone was quieter and the board was being updated before the doors opened. A shop was still unnecessary. Sometimes the right thing to build is smaller than the thing you were asked for.
“We can finally point people somewhere that sounds like us.”
Nell, co-owner of Morrow
