Deeg
Sourdough bakeries where you can watch the dough rise.
- What we made
- Retail space
- Sector
- Sourdough bakeries
- City
- Antwerp
- Year
- 2025
The brief
A growing bakery group was opening its third shop. Each branch looked different, bread was baked out of sight, and the queue blocked the door on Saturday mornings.
The best smell in Antwerp was hidden behind a wall.
Measure: research
We stood behind the counter on busy mornings and timed the walk from door to till. People lingered where they could see and smell the baking, and left where they could not.
Pattern: strategy
Put the oven in the window. Deeg is a bakery that shows its work: the craft is the decoration and the queue is part of the show.
ArchetypeCaregiver, with a Creator’s flour on its sleeves
Fit: identity
An open bakehouse plan, a warm serif for signs and bags, a floor line that guides the queue past the ovens, and a flour pink that makes every loaf look golden.
- Typeface
- Gloock
- Palette
- #F4B9A6
- #3A1408
- #FFF3E8
- #B5502F
Finish: toolkit
A store blueprint for new branches, signage and packaging templates, and a staff guide for busy mornings.
The result
The new shop opened with the ovens in view, and the same blueprint is now shaping the next branch.