Oma Bakery
A neighbourhood bakery in Porto that grew to six shops without losing the feel of the first one.
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01
/ Overview
Six bakeries, one oven's worth of character.
Oma opened in 1998 in a single room in Bonfim. Twenty-five years later it had six shops, and a cupboard full of mismatched bags and boxes.
Client
Oma Bakery
Porto
Engagement
Six months
2023
Type
Identity & packaging
Category
Food & retail
02
/ Challenge
How do you grow without starting to look like a chain?
Regulars worried the new shops felt colder. The identity had to scale and still feel made by hand.
So the identity stayed at the counter: paper, string, and one stamp pressed by hand.
03
/ Identity
A shop you recognise before you read the sign.
Warm light, bare wood and bread on display. Every shop follows the same layout, so the first one never feels like the odd one out.
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The shops
01 / 01
The shops
04
/ People
The bakers are the brand.
Every campaign starts in the kitchen at four in the morning.
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Portraits
01 / 01
Portraits
05
/ Counters
Six counters, the same morning.
Windows lit before sunrise, the same trays, the same smell on every street.
Now viewing
In the shops
01 / 01
In the shops
6
shops across Porto
2.4k
loaves baked every day
25
years on the same recipe
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