Visual Identity For A Neighborhood Bakery
A bakery brand built on visible imperfection, not polished perfection.
The Phoney Club developed a handcrafted visual identity for Bartine Bakery, a local spot known for its warm atmosphere and artisanal bread. The design draws inspiration from craftsmanship and the visible traces of making, balancing precision with a human touch through custom lettering and thoughtful typography.
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Insights
- The Phoney Club’s main idea is that “the traces of making must stay visible,” so the identity deliberately keeps a handmade, time-worn feel rather than hiding process.
- The case tagline, “The bread is why you come. The place is why you come back,” frames Bartine as both a bakery and a neighborhood destination, not just a retail food brand.
- The brand mark uses Art Deco construction and forms that read as “almost welded together,” while the studio links the system to Wiener Werkstätte ideas of unity, craftsmanship, and thoughtful design.
- Typography is layered into three parts: Chalet as the calm foundation, ABC Simon as a more technical layer inspired by scientific documentation, and a hand-drawn serif to add warmth; the studio describes this as balancing “rigor with humanity.”
- The concept also references painter Klaas Gubbels, whose repeated subject matter with handmade variation mirrors how a loaf is made daily but never identical; the broader client context includes Bartine’s 2021 crowdfunding success of €110,000 from 140 donations in The Hague.
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