Jamming. It’s Our Jam.

How do you conduct a brand identity and website refresh for one of the oldest, iconic bakeries in San Francisco? With as much passion as the bakers themselves have for their craft.

…and with food photography that tickles your taste buds. The Cinderella Bakery on Balboa Avenue in San Francisco is a community cornerstone with Russian recipes handed down from generation to generation. Each day is one of passion in the art of baking, and sharing the bounty of what is created with all who come into contact with the aromas that float out onto the surrounding streets and seduce you into the foyer.

As the creative director, I knew where bakery owner Mike Fishman had to spend a good part of his budget—on world class food photography. Mike was 100% on board. And photographer Antonis Achilleos was up to the task, having had the chops to produce images for the likes of The French Laundry. I had to pull some strings with career-long relationships to pull this project off successfully (and on budget). The relationships you keep (and foster) with “best-in-class” talent connections over the years are instrumental in a designer’s career—it’s hard to forecast how or when they will align—but when they do, it is pure goodness.


Let’s do good together.


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