Breadwinner—Naming, visual identity, brand strategy, art direction, digital oversight, and collateral design for new sourdough technology and community platform Breadwinner.

Breadwinner is a new technology company that creates tools for detail-oriented bakers. Their first product is a smart sourdough jar that monitors your starter. I joined the team of mechanical and software engineers very early in the development process, and helped the founder guide the project from a single piece of (admittedly niche) technology into a fully fleshed out brand; this included naming, brand strategy, a full visual identity, art directing, and digital oversight for Breadwinner’s home on the web.

The friendly blackletter-inspired logo and typography system for Breadwinner mashes up the rich history of bread-making in Europe——especially Germany——with the DIY punk ethos of making your own bread from scratch. Anthropomorphized loaf-and-starter characters, brought to life by Steve Gavan, take inspiration from classic helper mascots like Microsoft Clippy, and guide the user through the often intimidating bread-making process. Photography created with Cody Guilfoyle.

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