Hello.
OPen

The Bagel Bakery

Creating a fresh, bold new look and website for a traditional wholesale London bakery.

Client

The Bagel Bakery

Year

2023-24

Scope of Work

Branding, eCommerce
Website, Print Assets

Location

London

The Bagel Bakery are a family led wholesale bakery based in North London. The bakery's baked goods are stocked in well known retailers such as Selfridges, Abel & Cole, Panzers and many more.

With plans to expand into D2C delivery, and start deliveries to businesses outside of London, the team approached me in need of an eCommerce website to take customer orders. Wholesale will continue to take priority however, so this must still remain the focus of the new site. The bakery also wanted to improve their branding and messaging to attract more wholesale buyers.

Delivery & impact

The Bagel Bakery now has a fresh modernised look, designed to get attention in today's market. I developed an extensive set of brand guidelines and brand assets. Following this, I designed and built a new eCommerce site for the brand using Figma, Relume & Webflow. We will now be carrying out a conversion to Shopify using Liquify, to best serve the bakeries needs.

30

Page eCommerce site

1

Full brand guide

1

Price list asset design

&

Consulting

Process & approach

Analyse

Analysed competitors, market trends and target user groups. I also carried out extensive SEO research to understand the market need, and then inform and optimise website content.

Development & Prototyping

Taking my research forward, I put together a range of brand concepts. After concept selection, I developed a full set of new brand guidelines, while retaining the existing logo at request.

Before starting to design, I carried out an extensive research project to assess the right tools to use for the business. There was a need to keep overheads as low as possible during the launch stage, to give them the best chance at success, but they also need to use a solution flexible enough to allow them to scale - potentially nationwide.

Given the high costs of web development, we chose to use several out-of-the-box solutions. Webflow would allow me to create something impactful and unique as a designer, and using a conversion tool, I was able to convert this into a Shopify theme - giving the business power to fully take over with a trusted solution for early stage businesses.

Finding a cheap reliable long-term solution was not straightforward given the need for 'Build-a-box' functionality, and the necessity for custom fields at check-out.

Returning to my persona research, I paired user goals and business goals to establish a site architecture (Card Sorting). After some initial thumbnail sketches of pages, I decided to try out Relume's new AI feature to generate a site map, and a set of low fidelity wireframes.

Here I filled in some copy, to be sure the order made sense and no information was forgotten. I also began implementing my keyword strategy from the start.

Application

I exported my wireframes into Figma and finalised the UI and copy across the site.  

I made use of Unsplash + to source affordable quality images for the site to fit with the new brand guidelines.

Next, I brought the designs into Webflow and finished the development there.

Around 3/4 of the way into the build, after conversion to Webflow was already well underway, the business decided to put D2C plans on hold. As a result, I needed to reorganise the site, rewrite content and more.

Finally, I carried out a very complex transfer to Shopify with Udesly.

Tools

Pinterest (and similar sites)
Adobe Indesign
Illustrator
Photoshop
InDesign
Lightroom
Unsplash+
Figma
Udesly
Webflow
Relume
UberSuggest

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