Work Nightjar Bakery
Nightjar Bakery, 2024
Bread for people who work at night
- Sector
- Food and drink
- What we did
- Identity, signage, ordering site
- Where
- Kallidromiou street, Athens
- How long
- 9 weeks
An identity for a bakery that opens at 3am for nurses, taxi drivers and everyone else on the night shift.
2×night-time sales in the first quarter
The brief
Nightjar's best customers are awake when the rest of the city is not. Its name was painted on a door nobody could see after dark, and the ordering site closed at 10pm, exactly when the night shift starts thinking about breakfast.
The real problem
A bakery that opens at 3am was invisible at 3am.
What we did
The identity is built from triangles cut from a square, like the folds of a paper bag, in indigo and a yellow that stays visible under street lights. The sign is lit from inside. The ordering site takes pre-orders around the clock and says honestly what will be out of the oven when.
What we made
On the wall
We tested every colour under a sodium street light in the car park behind the studio.
Every Friday at four, each project in progress is pinned up at real size. Why we print it
What changed
Night-time sales doubled in the first quarter. The hospital across the road now places a standing order for every night shift.
The nurses from across the road find us by the sign. That was the whole brief.
Palette
Credits
- Creative direction
- Eleni Markou
- Design
- Chara Vlachou, Aiko Hayashi
- Ordering site
- Tom Okafor
- Lit sign
- Fotistiki, Peristeri
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