The Challenge
How do you launch a small bakery selling the finest artisanal breads and have it stand out among NYC institutions like Balthazar, Sullivan St and Orwashers?

The Approach
With only a modest budget to work with, we realized that the bakery’s packaging would need to do all the heavy lifting. So we turned to our head baker Simon, and amplified his very British sensibility to weave stories about each type of bread which we had printed onto the various bags. The result is an invitation to take a while with bread that has taken a while to make.

The Outcome
Sadly, the launch of The Shatter’d Crust was postponed and to date, this work has yet to find its way into market. The good news is that Simon and his investors are gearing up for a launch late in 2020. Watch this space!