BAKERY BRANDING AND E-COMMERCE WEBSITE DESIGN CASE STUDY


Client: Old Mill Bread
Industry: Bakery, cafe, and nationwide bread shipping
Location: Knoxville, Tennessee
Services we provided: Branding, Website Design, Photography Direction, In-Person Photography, and Branded Materials

Giving a Knoxville bakery a new chapter without losing what people loved.


Old Mill Bread bakes in Knoxville and ships loaves across the country.


Old Mill Bread is a longtime Knoxville bakery offering fresh bread, baked goods, sandwiches, and nationwide shipping. After purchasing the business from its previous owner, the new owner wanted to establish his own chapter while preserving the familiarity that made the bakery meaningful to existing customers.


Meet
Old Mill Bread

Evan Surrett

Owner

The business had history, but the new owner needed room to make it his own.


This was not a new bakery inventing a reputation from nothing. Old Mill Bread already had recognition, routines, and loyal customers. The challenge was updating the brand and website without making the business feel disconnected from the place people had known for years.



Before the project

Freshen the brand without sanding away the history.


We rebuilt the branding, website copy, and website design around the everyday appeal of bread made fresh and the broader opportunity to serve both local customers and nationwide shoppers. The new direction respects the bakery's roots while clearly marking a new era of ownership.



Our approach

The right pieces for the next version of Old Mill.

  • Brand strategy
  • Visual identity
  • Logo system
  • Typography and color palette
  • Art direction
  • Website messaging and copy
  • Custom Showit website design

What we built

  • Technical SEO setup
  • Photography direction
  • Brand photography
  • Branded materials
  • Social media assets
  • Launch materials

Familiar in the best way, fresher where it mattered.


The branding feels warm, established, and grounded in the physical process of baking. It avoids looking either overly nostalgic or like a trendy new bakery that could be anywhere.



branding

A neighborhood bakery website with a much larger reach.


custom showit website design

The custom website design serves two audiences without splitting the brand: people deciding where to eat or buy bread locally, and customers ordering loaves from across the country.



Showing the hands, flour, ovens, and work behind every loaf.


Photography direction

We photographed the baking process in person so the brand could show what makes Old Mill Bread different rather than relying only on finished product shots. The images capture the people, craft, and sensory experience inside the bakery.




A brand that belongs on the bag, the menu, and the shipping box.


branded materials

We extended the identity into the customer touchpoints that support in-store purchases, cafe visits, gifting, and nationwide orders.



Explore the Old Mill brand.

Our team has built across industries, business models, and stages of growth.

branding, website copy, and website design

Liberty Type has worked with more than 250+ local practices, service businesses, personal brands, online educators, retailers, hospitality businesses, and national companies making 6, 7, 8, and 9-figures since 2016.

Some clients come to us for branding. Some need website copy or website design. Others hand us the whole thing. Every project begins by determining what your business actually needs and how we can support you.

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250+ brands built since 2016