Altamura Bakehouse began with a simple ambition: bring the soul of Puglia’s legendary baking culture to London, without losing the depth, charm and humanity of the original. Altamura is a small town in Southern Italy revered for its iconic bread, focaccia and brioche: bakes defined by precision, craft and rituals passed down for generations. The founders, two friends from Puglia based in London, wanted a brand that honoured this heritage while resonating with a new audience: Shoreditch’s design-savvy, food-obsessed crowd.
The brief asked for a logo. The reality called for a complete world.
The task was clear. Avoid the lazy romance that follows traditional Italian bakeries everywhere: ignore the clichés, the gingham, the opera, the sepia glow. Build a brand that feels honest, modern and grounded in a living culture. Something with heart, rigour and a character that can stand in a market filled with noise and shout quietly but carry far.
Our brand idea “Italian baking remixed” set the direction. It allowed us to honour the deep craft of Altamura while giving us permission to shift it into the present. We looked at the rituals of breadmaking, studied the owner’s menu rooted in tradition but with a contemporary twist, and then come up with a concept that reframed the bakery as an “oven of ideas”, a place where heritage meets experimentation.
At the centre of the identity sits a symbol drawn from the form of the wood fired oven, reduced to its purest geometry to feel bold and timeless. Rather than a retro reference, the symbol becomes the letter A and metaphor for creativity. Some people also mentioned to see an Apulian Trullo in it, which we though it was a lovely, meaningful addition. In motion, it breathes with life and bakes, revealing the logotype letters.
The logotype letterforms pair digital clarity and geometric rigour with soft curves, echoing the tension between precision and sentiment that defines good baking. They draw inspiration from 1930 Italian art deco posters and embed the essence of baking through small detail such as the arched oven doorway. Bold, friendly yet with an understated sophistication.

The colour palette comes straight from core the ingredient needed to make Altamura’s classic focaccia. Water, Semolina flour, fresh yeast, Olive oil, Cherry Tomatoes, oregano. A tribute to the bakery process and the quality ingredients sourced from local Italian producers.

Graphic language consists of playful dough forms inspired by the 3 core products, moving freely in the space almost like clouds and drifting thoughts. They bring dynamism and textural quality to the systems adding a sense of play that never undermines its craft.

The tone of voice is alive with baking wit. It keeps the brand human, warm and light on its feet. Lines like “We’ve got bread on the brain” embed the brand attitude, telling a story of process, culture and a deep obsession with carbs.

The retail experience reflect the brand essence with its bold use of colour, copywriting and a single-minded use of materials. Bespoke packaging is in development and will consist of an arched box for the gourmet focaccia, that will hold two quarter-wheel slices.

The result is a bakery that feels both familiar and fresh. Since the opening in July it’s become a daily must stop for many, with customers photographing and sharing on socials the space as much as the food. Footfall and revenue has grown beyond forecasts. Local partners have already asked for collaborations.

Altamura proves that even the simplest product can become a cultural experience when shaped with intelligence, restraint and imagination.