One Loaf - Bakery Collective is the result of a 5-month immersion into the world of bakeries. The 8' x 4’ x 8’ pop-up encompasses the most important qualities customers and bakers love and is designed to "share love through a loaf of bread."
The handcrafted experience revolves around storytelling - sharing the stories behind each product and each baker. Its enticing oven structure evokes curiosity when closed, and delight when opened. One Loaf’s interior reveals a cozy place for baked goods and a side of the oven that customers rarely get to see.
ABOUT THE USER RESEARCH
A variety of user research methodologies including customer journeys, interviews, shadowing and, of course, first-hand experience provided the insights that create One Loaf. Different customer segments were involved to storyboard and test every moment of the journey. This way we made sure to address real needs and pains encountered in regular bakery visits, adding wonder through enchanting details in the final pop-up design.
IDEATION – FABRICATION – BRANDING – EXECUTION
Each step of the process brought new challenges and learning outcomes, yet they all blended together in a delicious sensorial experience, delighting customers through sight, sound, and taste.
