Combining tradition with a contemporary sensibility

Karaway Brand / Digital / Print
Retaining a sense of tradition was important for this Eastern European bakery. The name is derived from the Slavic greeting Karavi, a custom of welcoming guests with a loaf of homemade bread. Elements such as an illuminated letter 'K' and the brand pattern were inspired by folk art, and photographer Cristian Barnett perfectly captured the baking process and the breads.

ico collaborated with architects 31/44 to develop the first Karaway store at Westfield Stratford. The use of natural materials continues in-store, from brown-paper bags to linen staff aprons and handwritten price tags. The open-plan shop adopts the feel of a market, using wooden food crates and wicker baskets to display goods.