Fitch cooks up a bakery chain

Fitch has designed graphics and interiors for Ingredients, a new chain which aims to create a market niche with a coffee shop, bakery and cooking ingredients outlet under one roof.

The chain will be based on “good wholesome values”, says Fitch associate director Nick Butcher. Ingredients’ first branch was unveiled on Tuesday in Norwich, and a nationwide roll-out is expected to be complete by the end of 1997.

There was no pitch, as Fitch was approached by client Pieter Totte. “We wanted to convey a contemporary kind of baker, the place where people will go and sample fresh food and learn about baking skills,” says Butcher.

Fitch graphic designer Carol Dean created the visual device, a baker’s scoop, and the logo, which is spelt out phonetically “like a dictionary definition”, says Dean.