GAIL's/London
The development of a tone of voice for GAIL’s (Artisan Bakery in London), through copy and concept, both digital and analog. (Charlotte Moore: Writer, creative collaborator, and on occasion, illustrator)
“Life as bakers revolves around the wee hours. We rise long before the rest of our communities; our first loaves rise with the sun. The smell of fresh baking permeates the earliest morning—harbinger of good things to come. It’s a story as old as civilisation itself that begins with a few ingredients and ends with a huge sense of satisfaction—every day, over and over.”
“You may limit yourself to bread and cheese, but let’s be honest: the possibilities of taste and texture will nevertheless be infinite.”
I developed The Baker’s Dozen for GAIL’s, a 13-question interview used throughout their blog to introduce partners to their community. See it live here.
“We’re each well acquainted with our nagging sweet tooth, but what about that savory one which refuses to go ignored? It wants pungent cheese, streaky bacon and smoked peppers. Mere sweetness will never assuage its demands. We know this tooth well, and we’ve got what it most desires.”
GAIL’s recruitment banners. Concept and illustrations.
“Economies would not thrive and skyscrapers would not rise if it weren’t for the great unsung meal that keeps our engines running: Lunch.”
Creative direction for newsletter format and "The Baker's Dozen" interview, 13 questions about life, work, food and bread.
“The man who finds two crusts of bread and a chunk of cheese in his larder is the man sitting down to a feast. ”