Client
Duration
Mar 18, 2024
Krumb Bakery
An artisan bakery launch that needed more than recipes. Krumb needed a complete brand foundation, digital presence, and content strategy to match the quality of their handcrafted treats.
Establishing Belfast's premier artisan bakery required building every element from scratch.
When Krumb Bakery in January 2024, they brought 15 years of baking expertise and a clear vision: to create Belfast's premier artisan bakery celebrating local ingredients and seasonal menus. However, they needed a brand identity and digital infrastructure that could translate their craft into a cohesive customer experience both online and in their Ormeau Road location.
The challenge wasn't simply creating a website—it was building an entire brand ecosystem from the ground up that would position Krumb as a sophisticated yet approachable artisan bakery in a competitive Belfast food scene.
Krumb faced several interconnected obstacles that required strategic solutions
Brand Identity Gap: As a new business, Krumb had exceptional products but no defined visual identity, brand voice, or content guidelines to communicate their artisanal values consistently across touchpoints.
Digital Presence: Without a functional website, potential customers couldn't discover menus, place pre-orders, or understand what made Krumb different from other Belfast bakeries. The lack of online ordering capabilities meant lost revenue from customers who prefer to plan ahead.
Content Strategy Vacuum: Social media and website content needed a structured approach that could maintain consistency whilst adapting to seasonal menu changes. The bakery required daily content guidelines that non-marketing staff could execute authentically.
Information Architecture: Customers needed quick access to essential information—current menu items, allergen details, opening hours, and custom cake ordering—without navigating complex page structures.
We developed a comprehensive brand system that empowered consistent execution across every customer touchpoint.
Brand Foundation & Guidelines
We developed a comprehensive brand identity system anchored in four core pillars: Artisanal Excellence, Local Heart, Seasonal Soul, and Community Spirit. This framework informed every design and content decision moving forward.
The brand voice was calibrated using a personality matrix emphasising warmth (90%), playfulness (75%), professionalism (80%), and expertise (70%). We established writing principles including "Show Don't Tell" sensory descriptions and thoughtful use of Northern Irish expressions. A complete brand language guide outlined preferred terminology ("handcrafted," "fresh from our ovens") and prohibited phrases ("homemade," "basic") to maintain premium positioning.
Seasonal content adaptations were mapped for spring, summer, autumn, and winter, providing thematic language, colour accents, and product focus areas that evolve throughout the year.
Visual Identity System
We created logo usage guidelines, colour palette specifications, and typography standards that could be applied consistently across digital platforms, packaging, and physical retail spaces. The visual identity balanced sophistication with approachability, reflecting the handcrafted nature of the products.
Website Development
The website was built with three primary objectives: speed, simplicity, and seamless content management. We implemented a fast-loading, mobile-responsive design optimised for Belfast's local search visibility.
Key features included dedicated sections for daily menus with product imagery, integrated click-and-collect ordering functionality, allergen information accessibility, and custom cake enquiry forms. The content management system was designed for non-technical staff to update products, prices, and availability in under one minute.
Navigation was streamlined around customer intent: "What can I buy today?", "How do I order?", and "Where are you located?". This user-centric information architecture reduced friction in the customer journey.
Social Media Framework
We developed a structured content strategy allocating post types: Fresh Bakes, Behind the Scenes, Customer Moments, and Local Stories. Instagram best practices were documented, including optimal posting times, story highlight categories, consistent photographic style, and engagement tactics.
Daily, weekly, and monthly content calendars provided operational structure whilst maintaining creative flexibility for seasonal specials and spontaneous moments.
