BackWerk opened the first self-service bakery in 2001 and now has 246 stores across Germany. Our concept study brings the idea of the self-service counter to the website: you see straight away what's on offer and find the nearest store. The study is mindcaps' own design, not a commissioned client project.
Concept study
What we designed
The counter as the core idea: all 77 products sit as cut-outs on shelves, and the filters work like the signs on a bakery counter.
“Right now”: the counter rearranges itself by time of day. Filled rolls in the morning, hot snacks at lunchtime, something sweet in the afternoon.
A page for each product with cut-out, description, weight, allergens and nutrition facts per 100 g.
A store finder covering all 246 stores, with opening status and directions, reachable from the very first screen.
Art direction drawn from the brand: the house typeface Yanone Kaffeesatz in capitals, black as the frame, lime for everything interactive, and short, quick transitions.
