As far as design briefs go, this one was filled with all the right elements. A social enterprise focused on making a real impact, a founder with a clear purpose, and some of the best sourdough in Glasgow.
For their most recent project, creative studio Jamhot partnered with Freedom Bakery to create a new brand identity celebrating a decade of meaningful change and delicious bread.
Founded in 2014 by Matt Fountain, Freedom Bakery’s goal is to help individuals leaving prison find employment, purpose, and new beginnings through the act of baking. A decade later, the bakery has become a staple in Glasgow, supplying top cafes, restaurants, and shops.
While the mission remains the same, the team felt it was time for the brand to evolve along with the business. The collaboration with Jamhot resulted in a vibrant new brand identity centered around the theme „It’s Time To Rise.“
Graeme McGowan, co-founder and creative partner at Jamhot, emphasized the importance of developing a concept that highlights the product while aligning with the bakery’s social mission. ‚Rise‘ symbolizes not only the baking process but also the bakery’s aim to uplift individuals, encourage ambition, and support reintegration through meaningful work.
Visually, the concept is brought to life through striking product photography showcasing the dedication and care that goes into each bake. Working with photographer Mark K Seager, Jamhot created a range of images that convey the bakery’s commitment to excellence while maintaining its essence.
The brand refresh extends to illustrations, tone of voice, and digital applications. A new linocut illustration style was introduced to communicate the bakery’s core values, reflecting the handmade, human-centered approach of Freedom.
The tone of voice was also refined to strike a balance between warmth and professionalism, capturing the bakery’s serious mission while embodying its light-hearted, hopeful culture.
Overall, the new brand identity aims to showcase the exceptional quality of Freedom Bakery’s products while honoring its reputation and commitment to making a positive impact on the lives it touches.