Best Thing Since...
A wordy couplet for Valentine's
A wordy couplet for Gail’s Bakery’s Valentine biscuits

Most upmarket foodie places — especially independent ones — hardly have any words on their menus, blackboards and products. When they do put pen to paper, the words are usually pretty plain and functional.

That’s the nub of the conundrum we faced with Gail’s Bakery. They wanted to promote the things they bake. But how to do that without the words ending up ‘plain’, clichéd (like ‘freshly baked’, which everyone from Tesco’s to Gregg’s uses) or over-done and marketing-y (they didn’t want to sound like a big chain because they’re not)?

Answer: editing. When we wrote words for Gail’s blackboards and A-boards, we wanted them to sound a bit like someone from the team had written them that morning. Making words feel effortless – but still interesting – takes time. Our words do a branding job for Gail’s too. We want each bakery’s locals to feel like they’ve only been written for their neighbourhood bakery.

They use words on the blackboards throughout the year to gently talk about their brand, new products…
They use words on the blackboards throughout the year to gently talk about their brand, new products…
…and to promote seasonal treats like hot cross buns at Easter.
…and to promote seasonal treats like hot cross buns at Easter.
We also inherited a wordy fill-in-the-gaps ‘best thing since sliced…’ device (which we love) and found ways to add to it.
We also inherited a wordy fill-in-the-gaps ‘best thing since sliced…’ device (which we love) and found ways to add to it.
We penned the words for Christmas 2014, 2015 and 2016 too.
We penned the words for Christmas 2014, 2015 and 2016 too.