Food & drink copywriter
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Thoughtful Bakery

Integrity & independence: giving a voice to Bath’s artisan bakery

thoughtful bakery

Thoughtful Bakery is an independent bakery, cafe and bread school based in central Bath. They handcraft all their breads, cakes and pastries right there in their bakery/cafe – quite a rarity in this age of out-of-town factories and central distribution centres.

Working with Thoughtful is great because they have so many strong messages and stories to tell. I’ve worked with Thoughtful since 2013, initially on a series of online supplier profiles, then on a lunch flyer, and most recently when conducting a full brand refresh with Area 10 design, which included packaging, menus, signage and decor/in-store branding.

Will shaped our identity in a really creative way. As a small businesses, it’s refreshing to have someone focus all their time and energy on us. And unlike most, Will’s happy to get his hands dirty building signage and getting all the little details finalised.
— Duncan Glendinning, Founder, Thoughtful Bakery

Thoughtful Bread website supplier profiles
– website copywriting, blogging, photography

Thoughtful Bread lunch promotion flyer
– copywriting, food photography, art direction

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Thoughtful Bakery brand refresh 2017
– brand direction, copywriting

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Thoughtful Bakery lunch menus
– copywriting, art direction

Thoughtful Bakery signage

Thoughtful Bakery interior signage and menu
– concept, design, build