Meaning over trends. LINII agency's "book" project for a Yoshkar-Ola bakery

Contents:

• The Bread Story
• The "Dark" Concept
• The "About Flour" Concept
• Project Implementation
• Case Study Preparation
• Summary

This fall in Yoshkar-Ola The unique bakery "Flour and Fartuk" has opened. The team from the LINII branding agency developed the concept and corporate identity for this establishment. The bakery offers a wide selection of freshly baked goods based on traditional recipes, making it an excellent destination for connoisseurs of high-quality bread and pastries. "Flour and Fartuk" strives to create an atmosphere where every visitor can enjoy the taste of homemade baked goods and experience the warmth and comfort of a true bakery.

Agency Art Director Natalia Kolesnikova shared her inspiration, drawing from two books—one about bread and the other about Soviet typefaces. These works formed the basis for the bakery's unique design concept, emphasizing the importance of tradition and cultural heritage. Inspired by literature, we created an atmosphere where every design element interacts with the theme of bread, creating harmony between visual perception and the product. "Flour and Apron" is the third project of the "It's Out of Love" restaurant group, founded by Anastasia Antsiferova. This cozy café offers a variety of breakfasts and lunches, as well as high-quality coffee. A distinctive feature of the establishment is its shop, where fresh, rustic bread is the main product. The unique format and selection make "Flour and Apron" an attractive destination for residents and visitors of Yoshkar-Ola. At our first meeting, the restaurateurs shared their philosophy with us: "We create artisanal bread using live sourdough, and we also bake buns, croissants, cakes, and pastries. All we need to do what we love is flour and an apron." This approach emphasizes the importance of quality ingredients and craftsmanship in the production of baked goods.

A story with bread

I am passionate about cooking and especially love to create complex dishes, requiring a meticulous approach. Bread is one of these dishes. I'm not talking about simple pie dough, but real rustic bread, which requires a significant investment of time. The process begins with preparing the sourdough, then comes the creation of the dough, and only then can the dough be kneaded. This process takes several days, but this is how real artisan bread is made.

I read a wonderful book about bread called "Tartine Bread". This is not just a book, but a real find for baking lovers. It contains magnificent photographs, fascinating stories from the life of a baker who went to Provence to study with the masters, as well as recipes and practical tips. "Tartine Bread" inspires you to create your own bread and deepens your understanding of the art of baking.

Bread occupies a significant place in human history, reflecting cultural and social aspects of life. It is not just a food product, but a symbol of traditions and family customs. Each person has their own unique story associated with bread, passed down from generation to generation. These memories shape our perception of bread as an integral part of home comfort and family celebrations. Bread is not only a staple of our diet but also an important element of our cultural identity. Each loaf carries a wealth of stories that we create ourselves or inherit from our ancestors.

We came to the conclusion that the most accessible way to convey our story to an audience is through a book. Thus, the book concept was developed.

I rejected the use of ultra-fashionable graphic techniques in the core of the identity. Replicating patterns or cropping circles in different proportions looks banal and is already common in many companies. The "Flour and Apron" project is an original one, and this should be reflected in the design. It was important to create a unique visual identity that would distinguish our project from others and emphasize its individuality.

We proposed a minimalist identity using only a few stripes and typographic symbols, such as paragraphs, headers, and asterisks. The focus is on the font, which creates a bookish style and harmoniously combines with the logo, executed in a typeset font. A key element is the twig used by "Flour and Apron" as its symbol. Our concept ensures ease of perception and memorability of the brand, which contributes to its recognition in the market.

The brand concept is closely linked to copywriting. One of the first mockups depicts an apron with the text: "Chapter 1. About how to love what you do every day." The focus is on the stories that bring the packaging to life. They are placed on dessert boxes, shoppers, and cupholders. For example, as you turn your coffee glass, you might read about how rustic bread evokes memories of a June morning spent in carefree bliss on holiday with your grandmother. These stories create an emotional connection with the product and make every interaction with the brand unique.

Along with this concept, we offered the client two more unique ideas that are fundamentally different both from the first and from each other.

Concept "Dark"

Designer Anna Kamenkova masterfully conveys the multifaceted nature of bread in her identity through simple yet expressive illustrations. In her works, the croissant is associated with the moon, the fluffy loaf of bread resembles a cozy, soft sofa, and the baguette visually resembles trees spread out somewhere in picturesque Provence. These images create a unique atmosphere and highlight the importance of bread in our culture.

"About Flour" Concept

Artem Semenov, our art director, was inspired by the bakery's name, "Flour." Flour is the main ingredient for any bread. When we sprinkle it on the baking surface and begin kneading the dough, flour particles rise into the air, creating a light fog. This moment symbolizes the beginning of the creative process and the importance of each element in bread production.

Artem envisioned the textured bread in a cloud of flour, creating the effect of misty mountains. This original concept highlights the uniqueness of the bread and its texture, lending an air of mystery and coziness to the visual image.

Project implementation

When we first became acquainted with the concept of the future brand, which turned out to be deep, promising and full of meaning, we had no doubt: we must implement

Anastasia Antsiferova is a renowned restaurateur with extensive experience in the restaurant business. She successfully manages several restaurants, offering unique concepts and high-quality service. Anastasia's ability to create an atmosphere of warmth and comfort attracts many guests. Her approach to gastronomy combines traditional recipes and modern culinary trends, making the establishments she manages popular among connoisseurs of good food. Anastasia is also actively involved in the development of local gastronomic culture, organizing master classes and special events. In this way, she not only develops her business but also promotes the restaurant industry in the region.

The brand was asked to create merchandise, including shoppers with a quote by Maxim Gorky. This idea arose from the "Phototypesetting Fonts" catalog, published in the 1980s. To showcase various fonts, the authors needed "fish text" and chose Gorky's quote instead of the traditional Lorem Ipsum. This decision adds uniqueness and meaning to the product.

When I hold in my hands a new book, produced in a printing house using the labor of a typesetter and technologies developed by other talented people, I feel that something living and speaking has come into my life. This book becomes a New Testament, written by a man about himself, about the most complex and mysterious creature in the world, about something deserving of love. The labor and imagination invested in the creation of a book reflect all that is great and beautiful that exists on earth. Books are not just objects, but windows into a world of knowledge and emotions that enrich our inner world and allow us to better understand ourselves.

In his work "About the Book," Maxim Gorky emphasizes the importance of literature in human life. He argues that a book is not just a source of knowledge, but also a powerful tool for shaping personality. Gorky views the book as a mirror reflecting social realities and spiritual values.

Literature, in his view, plays a key role in fostering civic awareness and broadening the horizons of thought. Books can awaken feelings, inspire change, and serve as a guide in a complex world. Gorky encourages readers to value books, recognizing their impact on the development of society and individuality.

Thus, "About the Book" is not only a reflection on literature but also a call to active reading, which is especially relevant in the modern world, where information is more accessible than ever. Books remain a vital means of learning and self-improvement, and their role in people's lives should not be underestimated.

These words made a strong impression on me. I was surprised by how deliberately and accurately they were chosen for the sample text. I decided that they should definitely be used to create bakery merchandise in the style of the "book" concept. These words not only reflect our philosophy but also create a unique atmosphere that will attract customers and highlight our brand's individuality.

The Muka i Apron team actively shares quotes from their lives and tells interesting stories related to the process of creating seasonal dishes. They share their work experience and reflections on cooking, which allows for a deeper understanding of their approach to gastronomy and inspires new culinary experiments.

The corporate style we developed has had a significant impact on the coffee shop's interior. The design was created by Studio SHOO, which harmoniously combined visual elements and the atmosphere of the establishment, creating a unique space for visitors.

Case Study Preparation

From the first meeting with the client to the final approval of the concept, only a month passed. After that, we waited for the clients to implement our ideas. We decided not to limit ourselves to mockups but chose to create a full-fledged visualization of the project. This allowed us to present the case study as a unique concept, reflecting all the details and nuances of the work.

This fall, we visited Yoshkar-Ola for two photo shoots: one outdoors, picnic-style, and the other in the cozy atmosphere of a bakery café. Our goal was to capture authenticity: true nature, natural materials, fresh bread, and real-life objects. We aimed for minimal retouching to preserve the natural feel of the images. The original plan was to shoot in wheat fields, but due to the unusually hot weather this year in Mari El, all the grain had already been harvested by the time we arrived.

The outdoor shoot proved to be a successful solution. We worked among magnificent red-and-yellow trees and on green grass, creating the perfect backdrop for our project. The natural landscapes harmoniously blend with the brand's signature colors, highlighting its uniqueness and style.

We collaborated with the bakery team to create unique photo shoots. They actively participated in the production, organized collaboration with the models, and selected dresses for them from the local brand "Moe Rodnoe." We decided to add a unique element to our photographs: in some of them, you can see a fabric napkin with a traditional Mari pattern. This detail was intended as a kind of Easter egg, emphasizing the connection with local culture. Although it may not be noticeable to everyone, we aimed to reflect the spirit of the place where we work.

We filmed the production process for about four to five hours. We captured the rising of the croissants, their greasing, and the baking and cleaning process. Similarly, we filmed the stages of bread production.

During two days of filming, we made more 500 high-quality personnel thanks to the active participation of the bakery team. Their support and involvement at every stage of the process made the collaboration truly effective. It is very inspiring when a client shows such interest and openness to the project.

Summary

The creation of the "Flour and Apron" brand is an example of successful collaboration where all key elements came together: the client, the project, mutual understanding, and the conceptual interior. We developed a unique product for the Yoshkar-Ola market, made possible by the trust and openness of Anastasia Antsiferova and her team. This project demonstrates the importance of collaboration and a shared goal in achieving outstanding results in branding.

We believe that creating high-quality projects for regional clients is especially important and rewarding. Each client deserves aesthetically pleasing solutions and a professional approach to work. We are proud that our services are in demand and that users trust us.

The full description of the "Flour and Apron" case study is available on the LINII website. This case study offers in-depth analysis and practical recommendations that can be useful for professionals in this field. Read the material to learn about the key aspects and successful strategies applied in the project.

The full description of the "Flour and Apron" case study is available on the LINII website. Here you will find detailed information about the project, its goals, and results, which will help you better understand the specifics of this case study. Review the materials to get a full understanding of its importance and implementation.