Breadwinner—Naming, visual identity, brand strategy, art direction, digital oversight, and collateral design for new sourdough technology and community platform Breadwinner.
The minute Fred Benenson told me about his idea for a smart sourdough jar, I was hooked. I joined his team of mechanical and software engineers very early in the process, and helped guide the project from a single piece of (admittedly niche) technology into a fully fleshed out brand; this included executing naming and a preliminary brand strategy, creating a full visual identity and art directing, as well as assembling a network of collaborators to help bring the full vision to life.
The friendly blackletter-inspired logo and typography system for Breadwinner mashes up the rich history of bread-making in Europe (Germany in particular) with the DIY punk ethos of making your own bread from scratch out of non-commercial ingredients. Our anthropomorphized loaf-and-starter helper characters, brought to life by Steve Gavan, take inspiration from classic helper mascots like Microsoft Clippy, and guide the user through the often intimidating sourdough bread-making process. Photography created with Cody Guilfoyle.
2020
