The brief
Hearth & Crumb sold out of sourdough by mid-morning six days a week, and their whole web presence was a Facebook page last updated in 2023. People kept driving over for loaves that were already gone. Ana, the owner, wanted two things: look as good online as the bread does in the case, and stop disappointing people at the counter.
The look
Everything started from the bakery itself — the ochre tile behind the ovens, the brown kraft bags, the hand-chalked board. We set the wordmark in a warm, bready serif with a rising-sun mark (dough proofs, sun comes up, bakery opens). No stock photos of anonymous croissants: we art-directed a morning shoot of their actual bench, their actual hands, their actual flour mess.
The build
A fast static site with the day’s bake list editable from Ana’s phone before the ovens are even hot. Pre-orders run through Square, cut off at 8pm, and print straight to the kitchen. The site says “sold out” the moment the case is empty, because the only thing worse than no website is a website that lies.
The result
Pre-orders took over about a third of weekday production within two months, which means less waste and calmer mornings. The Saturday line is still long — but now it’s people picking up, not people hoping.