Visual Identity For A Neighborhood Bakery
A bakery funded by 140 neighbors in six weeks built an identity around the visible traces of making.
The Phoney Club developed a handcrafted visual identity for Bartine Bakery, a local spot known for its warm atmosphere and artisanal bread. The design draws inspiration from craftsmanship and the visible traces of making, balancing precision with a human touch through custom lettering and thoughtful typography.
Set in Chalet, ABC Simon
Insights- Bartine raised €110,000 from 140 local supporters to open a larger bakery and neighborhood shop in The Hague.
- Phoney Club drew on artist Klaas Gubbels’ repeated tables, coffee pots and cups: the subject stays constant while every handmade result changes.
- Chalet provides the steady foundation, ABC Simon Mono gives recipes a research-like voice, and Tom Vincentie’s sign-painted serif adds locality and warmth.
- The typography balances repeatable systems with the irregular marks of craft — the same tension found in bread made every day.
- The identity reflects a business with customers who are also investors and neighbors, making community part of the operating model rather than a campaign claim.
