Blue Oven
Naming, identity and a site a four-person bakery can actually run on its own.
A bakery with a queue down the street and no name above the door. We started with the naming and stopped only once the ordering page worked on a phone at six in the morning.
The identity is one blue, one bread-paper cream and a type system built for signage first — the shopfront was the first application, the website the second.
The site is deliberately small: five pages, a daily bake list the team edits from the counter, and no feature nobody asked for.
A bakery is a neighbourhood before it is a business.
Small team, big surface.
One blue, one cream, a signage-first type scale, and a daily bake list the counter updates in under a minute — nothing in the system needs us to keep it running.