When home baking is the one thing everyone knows you for, homeliness and hand crafting will drive your move into retailing. To help Home Bakery make this step, we narrowed the brand down to its core value of 'simple indulgence' – the conceptual springboard for an identity and a retail design.

You can sense the crafting in the hand-drawn letters of the wordmark and the circular spatter of cocoa powder. The homeliness comes through in the house-like structure at the heart of the café and the earthiness of the furnishings. For guests, Home Bakery is a home from home.