Uncle Dough is a sourdough bakery built on honest bread, long fermentations, and a deep sense of neighbourhood warmth. Rooted in craft, patience, and character, the brand celebrates bread not merely as a product, but as a daily ritual—one that brings people together through familiarity and care. Our objective was to create an identity that felt human and approachable, closely tied to the hands-on nature of baking.
Our approach embraced the raw, imperfect beauty of the process itself—the mess, the intuition, and the quiet focus required to work with dough. Rather than polishing these elements away, we leaned into them. The typography flows freely, textured and unrefined, mirroring the organic movement of dough under a baker’s hands. Every detail was designed to feel expressive and tactile, allowing the identity to feel alive and unmistakably handmade.
The result is a warm, character-driven brand that feels as honest as the bread it represents. Uncle Dough emerges with a distinct soul—approachable, expressive, and deeply rooted in craft. Sharing the early logo sketches offers a glimpse into the moment where the brand’s personality first began to rise, capturing the authenticity and life at the heart of the bakery.
CREDIT
- Agency/Creative: Affogato Brand Design
- Article Title: Affogato Brand Design Designs an Honest, Character-Led Identity for Uncle Dough
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Non Published
- Agency/Creative Country: India
- Agency/Creative City: Mumbai
- Market Region: Global
- Project Deliverables: Brand Identity
- Industry: Food/Beverage
- Keywords: Bakery, Branding, Bread, Visual Identity
-
Credits:
Founder & Creative Director: Chaittali Patel
