A brand beyond the hardware. Simply Bread knew their ovens held the potential to provide more than mere produce, creating a platform for their users to build their own independent bakery businesses.

Determined to branch into a consumer platform, they challenged us to rebrand their broader ecosystem, developing a brand strategy, new visual and verbal identity and marketing support to solidify their place as the global ‘one-stop resource’ for real bread.

With global ambitions and social impact at the forefront of their function, we needed to deliver a nuanced identity that could speak to their consumers (and their consumers) with equal good taste.

Putting the future in their hands. We rebranded Simply Bread beyond its ovens, positioning the business and its associated app as the gateway to honest, independent creation and consumption. For people baking, those buying, and everyone in between.

After immersing ourselves in a strategy-led US West-Coast road trip alongside founder Stijn, we developed the North Star ‘a future worth making’ — crafting an emotional hook and brand platform their loyal fanbase could believe in.

Shaping Simply Bread around ‘realness’ in every form: from the raw ingredients they provide to the honest labour of handmade bread to the reality of becoming a baking entrepreneur. Our strategy needed to centre its community, making space for natural extensions through the app and online, as well as empowering and emphasising Simply Bread’s unique social impact approach.

Our design sought inspiration from the organic, collaborative process of breadmaking, with a palette that formed effortlessly around their signature red and a bold, fluid type set that mirrors their quietly confident industry authority.

Incorporating handwritten ‘bakers' notes’ in our design, we worked with a lettering artist who embedded authentic practice into the toolkit, again reflecting ‘realness’ from the page to the plate.

We wrapped the photography style in soft, golden hour lighting to emphasise the early starts and late night reality of their customers, with slow, natural digital transitions to emulate growth alongside a set of social media guidelines to aid in execution.

Our rebrand has not only shaped the future of Simply Bread, but also the paths of the customers they inspire and empower on the daily.

Our collaboration has led to a strategic shift in positioning for the brand, one that has seen Simply Bread evolve from selling ovens to providing the pathway for honest and real entrepreneurial excellence.

Next up, the Simply Bread digital experience. Coming soon.