2024 · Brand voice & launch
Hadley & Crumb
A bakery that didn't want to be on Instagram. We made the email list the show instead.
A small Pacific-Northwest bakery wanted to launch their seasonal program without “doing social.” We built a weekly email letter (“the rise”) around their bake schedule, cellar notes, and one short essay each week from the head baker. Open rate held above 56% the first six months.