The Flour Pot Bakery
Made In Brighton
Challenge
The Flour Pot is an artisan Brighton bakery founded in 2012 with stores across Brighton, Hove, and Worthing. We were briefed to create a timeless identity for the bakery, one that could adapt and evolve over time in line with the aspirations of founder Oli Hyde.
Solution
In its infancy, The Flour Pot supplied wholesale baked goods to local businesses in Brighton and Hove, with plans to open its first store within 15 months. The challenge was to create an identity instantly recognisable on delivery vans, but also fit for purpose when the first store launched.
Our response was to create a modern-day coat of arms, simplistic in style, featuring an icon that played on the brand name with integrated utensils used in the baking process. Paired with two contrasting fonts and colours, the identity first appeared on a fleet of delivery vans in Brighton and Hove. (Over time, we’ve developed a family of logos using the same structure, adaptable to different offerings - Kitchen, Coffee, Baking School, even a Skate Team).
For the first store on Sydney Street in the heart of Brighton’s North Laine, we collaborated with the founder and fit-out team on key design elements: white marble counters, copper detailing, and harlequin floor tiles became signature features of the brand. The identity was applied across external headers and signage, window decals, product cards, packaging, wall-mounted menus, loyalty cards, takeaway bags, website, and social media.
Thirteen years later, The Flour Pot has 12 stores across Brighton, Hove, and Worthing, producing up to 2,000 kg of bread a day, alongside a wide range of baked goods, and employing 300 people from the local community.
Scope
Strategy and Positioning, Verbal Identity, Visual Identity, Advertising and Out of Home, Social Media Content, Printed Collatoral, Motion Design, Packaging, Apparel Design and Production, Wayfinding and Signage, Brand Guidelines, Website Design & Build.
