William Thomas
food & drink copywriter
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Thoughtful Bakery

Blogging, Bristol Food Writer, Food Brand Consultant, Food Branding Bristol, Food Marketing

Thoughtful Bakery is an independent bakery, cafe and bread school in Bath. Owner Duncan Glendinning is half Scottish and half French, a mix that comes through in his provenence-focused breads and exquisite pastries and cakes.

I’ve worked with Duncan since 2013, initially on a series of profiles for The Thoughtful Bread Company’s (as it was then) suppliers, then on a flyer for their lunch offer. As the business grew, I became more involved with the bakery, going on to conduct a full brand refresh in collaboration with Area 10 design.

“Through his diligence and enthusiasm Will has helped shape our identity in a very sensitive and creative way. In a world where small businesses are often made to feel like just a number, it’s been so refreshing to have Will focus all his time and energy on us. And unlike most he is happy to get his hands dirty building signage, painting walls and getting all the little details finalised.”
Duncan Glendinning, Founder, Thoughtful Bakery

Supplier profile

Supplier profile

Web copy, blogging, photography.

Supplier profile

Supplier profile

Web copy, blogging, photography.

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2015 Lunch flyer

2015 Lunch flyer

Copywriting & photography (design by Area 10)

2017 brand refresh

2017 brand refresh

Copywriting, brand strategy, art direction (design by Area 10).

TBC sarnie menu mockup.png
TBC lunch menu mockup.png
Bakery counter

Bakery counter

Signage, display tickets.