Loaf Basket
E-Commerce & Brand Identity for Artisan Bakery & Bread Subscription
About
Loafbasket Initiative is a development-focused nonprofit network working to simplify the practical problems of community development in Nigeria. It delivers project-based programmes, among them a Food Project turning donations into meals, the Clean Up Naija sanitation drive and school projects, organised around the UN Sustainable Development Goals and run by volunteers and members.
Subscriptions
+120%Increase in recurring bread subscriptions within the first quarter.
AOV
+35%Increase in average order value through thoughtful upsells and bundles.
Programs
Tech stack
WordPress
Bricks
MySQL
PHP
Industry
Website
Loaf Basket bakes with intention — slow fermentation, heritage grains, no shortcuts. Their digital experience needed to reflect that same care. We built a brand and e-commerce platform that feels like walking into the bakery: warm, honest, and impossible to resist.
Challenge
Artisan bakeries often struggle to translate their craft online. Loaf Basket had a passionate local following but no way to scale their subscription model, manage recurring orders efficiently, or communicate the story behind each loaf.
Their previous setup was a patchwork: a basic website, manual subscription tracking via spreadsheets, and no cohesive visual identity. They needed a unified platform that handles subscriptions, tells their story, and feels as crafted as their bread.
Solution
We developed a brand identity rooted in warmth and craft — a hand-drawn logo mark, a palette of flour-white, crust-gold, and starter-tan, typography that feels hand-lettered but legible. Photography direction captures steam, crumb, and the ritual of breaking bread.
The Shopify store is built around subscriptions: flexible frequency, pause/skip/swap controls, gift subscriptions, and build-your-own boxes. The content hub shares recipes, farmer profiles, and fermentation science. Email flows (Klaviyo) nurture subscribers from first loaf to lifelong loyalty.
Outcome
Since launch, Loaf Basket has more than doubled its subscription base and significantly increased average order value through thoughtful bundling and seasonal offerings. Churn is well below industry average — subscribers stay because the experience feels personal.
The brand has expanded into wholesale, corporate gifting, and baking workshops — all managed through the same platform. The design system extends to packaging, delivery boxes, and farmers market signage.
Feedback
Servorien captured the soul of our bakery in pixels and code. Customers tell us the website feels like our bread — honest, warm, and made with care.
