Egt.

NAMING & BRANDING A SOURDOUGH BAKERY 

Egt. — formerly known as 'De Superette’ — is the real deal on sourdough bread. Egt. is a traditional bakery where bread risen with natural sourdough, quality ingredients and craftsmanship are central. Trust us, once you've tasted their bread, there's no other … Owners Tine and David asked us to knead their branding, including change of name. 

Website
egtbrood.be
Photography
Renaat Nijs
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Namechanger

A name change is always a balancing act. In this case, owners Tine and David were looking for a specific combination where pure Flemish tradition meets Hipsterville. 

With the name ‘Egt’ we were able to realize both. Egt means ‘authentic' in Flemish. Writing the word slightly differently gives it a unique touch. 

The baseline 'the slow bakery' - not coincidentally in English - gives it a bit more punch. 

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Words + visuals

At Lex & Turner, we love it when words and visuals come together. It’s not until the rest is developed (colours, logo, typo, ...) a brand really comes to life.  

The traditional, manual process of baking bread is reflected in a handwritten, dashing logo. This distinctive logo can be found on various implementatious like the delivery van, napkins, website and postcards. 

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Shapes of loaf

Sourdough bread loaf, with its deep-brown crust, has a rich, deep flavor and always looks very different. These atypical shapes were perfect to play with and create several graphic elements to reinforce the Egt. branding. 

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Smell the bread  

The dusting of flour, kneading dough by hand, the blistering hot ovens, ... This artisanal process of baking bread is a rewarding process to capture. Just have a look: you can almost smell the fresh bread, right? 

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+32 (0)476 64 69 13
hello@lexandturner.com
Leopoldplein 40/1
3500 Hasselt, Belgium

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