A wordmark for a bakery that opens at four

Mara Lindqvist Avatar
1–2 minutes
A bakery window glowing on a dark street before opening, bakers already at work behind it, the hour the bakery's new wordmark had to work at

Nell’s bake through the night and sell out by ten. The brief was a sign legible at four in the morning to someone who has not slept, and again at nine to a queue of people who have.

I drew it wide and low, with counters open enough to survive being lit from below. It is set once, in one weight, and it has not needed a second.


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