Bread gets little respect these days, with all these low carb or no carb diets. When we partnered with Duke’s Bread we knew it was high time all bread gets the celebration it deserves.
Dukes Bread is committed to creating the best quality bread down to the final touch of using stencils to add designs made of flour. After seeing this method it clicked–by using this same flouring process we could let the bread do the talking.
Copywriters: David Oakley, Mary Gross
Art Directors: Savannah Jackson, Laura Beebe
Post Production: HacJob
CAMPAIGN PRINT ADS
AWARDS
Leuzer’s Archive January/February 2019 print edition
Leuzer’s Archive Print Ad of the Week
Communication Arts Typography Annual
Communication Arts “Exhibit” Feature
Three Gold ADDY Awards from the American Advertising Federation
THE PROCESS
We wanted the type to be just as beautiful as the bread and we knew making a stencil by hand wouldn’t give us that result. We spent a lot of time with a laser cutter to experiment with a variety of paper types from velum to sticker paper. As for how to get the flour to be sifted evenly, we played around with what types of cloths or kitchen sifters worked best, as well as whether confectionery sugar or flour gave us the desired result.
After our experimentation with a lot of loaves, we partnered with a digital imaging company, HacJob to help us perfect the typography. The result was delicious.
We really thought we had it here. Good thing we kept pushing it.
