To mark a decade of social impact, the Glasgow-based studio reimagines the brand of a bakery that’s changing lives, one loaf at a time.
As far as design briefs go, this one had all the right ingredients. A social enterprise built around real impact, a founder with a crystal-clear purpose, and some of the finest sourdough in Glasgow.
For their latest project, creative studio Jamhot has teamed up with Freedom Bakery to craft a refreshed brand identity that celebrates ten years of meaningful change and world-class bread.
Founded in 2014 by Matt Fountain, Freedom Bakery aims to help people leaving prison find employment, purpose, and fresh starts through the simple but powerful act of baking. A decade later, the bakery has become a local institution, supplying some of Glasgow’s top cafes, restaurants, and shops.
While the mission remains the same, the team felt it was time for the brand to rise alongside the business. The partnership with Jamhot resulted in a vibrant new brand identity shaped by a platform that neatly ties product and purpose together: It’s Time To Rise.
“For us, this was of the utmost importance,” says Graeme McGowan, co-founder and creative partner at Jamhot. “We wanted to develop a simple but powerful concept that put the product at the heart of the brand while tying into the bakery’s wider social mission.” ‘Rise’, of course, speaks directly to the process of baking but also symbolises the organisation’s deeper aim—to lift people up, raise ambition, and support reintegration through meaningful work.
Visually, the concept comes to life in striking product photography, where loaves are positioned like champions atop podiums, celebrating the craft and care that goes into every bake. Working with Glasgow-based photographer Mark K Seager, the Jamhot team developed a suite of hero imagery and behind-the-scenes photography that communicates the bakery’s dedication to excellence without losing its soul.
“We wanted to communicate the exceptional quality of the products and the bakery’s well-earned reputation,” explains McGowan. “But also retain an inherent simplicity in the shots. Mark is known for capturing the humanity in his subjects, so he was perfect for bringing the concept to life.”
Beyond photography, the refresh extends to illustration, tone of voice, and digital applications. A new linocut illustration style was introduced to help communicate the bakery’s six core values. The handmade aesthetic feels rooted in craft, echoing the human-centred, honest approach upon which Freedom is built.
“Everything the bakery does and stands for begins and ends with people,” says McGowan. “So we wanted a style that felt human and embodied the care and thoughtfulness that goes into everything Freedom does.”
That care extends into the language, too. The tone of voice was refined to balance warmth and professionalism—staying true to the seriousness of the mission while reflecting the light, hopeful attitude that defines the bakery’s culture. “There’s a playful and happy nature to how they go about things,” McGowan explains. “We wanted the tone to reflect the light Freedom shines on the many lives it has touched without taking itself too seriously. That’s reserved for the bread.”
The identity has rolled out across the bakery’s new website and into its everyday communications, creating a cohesive and contemporary brand system that feels authentic, proud, and full of momentum. While the 10-year anniversary marks an important milestone, the team was far more focused on what comes next.
“A milestone like this is always a time to reflect, but working with Matt, we were more interested in looking forward than looking back,” says McGowan. “This refresh gave us the opportunity to shine a light on the quality of the product—because that’s what really sets Freedom apart.”
As a studio that regularly works with not-for-profits and arts clients, Jamhot’s contribution to the project also comes from a place of purpose. “You can’t help but be inspired by Matt’s vision and the work that Freedom Bakery does to lift people up,” McGowan adds. “It means everything to us that, in our 18th year as a studio, we’re still able to work on projects like this. It’s something we’re really proud of—and never take for granted.”
Ten years in, Freedom Bakery continues to rise—with a new identity that matches the heart, soul and ambition of the people behind it.
