Jolene Bakery’s brand identity blends childlike sketches, authentic craft, and a history of regenerative baking—where design rises like the bread itself.

There’s something about bread that always brings people together, and in North London, Jolene Bakery has built not only a cult following for its loaves and pastries, but also a brand identity that rises with the same care and craft as the baking itself.

A Bakery With Roots

Founded in 2018 by Jeremie Cometto-Lingenheim and Chef David Gingell, the team behind Primeur and Westerns Laundry, Jolene emerged with a clear philosophy: food should nourish physically, mentally, and spiritually. Inspired by regenerative wheat farms in France and a commitment to milling bespoke flour, Jolene grounded its reputation in honest sourcing and a daily ritual of fresh baking. The result? Bread, viennoiserie, and seasonal menus that taste as intentional as the process behind them.

The Brand That Literally Drew Itself

For Jolene’s visual identity, the founders turned to Frith Kerr of Studio Frith, who made an inspired choice: embracing a hand-drawn sketch by her six-year-old son. What might have seemed like child’s play became the bakery’s defining mark, a logo rooted in simplicity, spontaneity, and unpolished charm. Rolled out across bags, signage, menus, and interiors, the logomark celebrates imperfection and playfulness, perfectly mirroring Jolene’s ethos.

Partnerships That Feel Personal

What further endears Jolene to its community is its approach to collaboration. The bakery has nurtured strategic and heartfelt partnerships with like-minded brands to create curated merchandise, from limited-run totes to custom ceramics, that carry the same authenticity as its bread. These objects aren’t afterthoughts; they’re designed extensions of the bakery experience, building loyalty and broadening Jolene’s cultural footprint beyond the café table.

Design, Craft, and Community

The entire experience feels consistent without being over-designed: zinc-topped tables with chalk-written bookings, dusty pink walls, and packaging that feels as tactile as the bread itself. It’s a reminder that design isn’t just aesthetic polish, it’s the invisible thread tying together values, community, and culture.

Why We Love This Identity at Abduzeedo

Design with personality: The hand-drawn mark resists generic branding.
Values baked in: From regenerative sourcing to curated collaborations, the identity is inseparable from the story.
Imperfection as strength: Jolene’s look proves that warmth and character matter more than polish.

Jolene Bakery is more than a place to grab a loaf. It’s a living brand identity, one that blends history, heartfelt partnerships, and a playful visual system to create a bakery that feels as nourishing as it tastes.