Case study

The Bagel Bakery

I delivered a full brand refresh and a new eCommerce website, designed around the business’s wholesale products, and new build-a-box D2C offering.

The Bagel Bakery is a family-run wholesale bakery in North London. Their products are stocked in retailers including Selfridges, Abel & Cole, and Panzers. The business is wholesale-first, with interest in expanding to D2C and business delivery outside London.

The business needed an eCommerce website capable of handling D2C and B2B ordering, without compromising the core focus on wholesale relationships.

Onion bagel social posts on three phones

The problem

The business needed an eCommerce website capable of handling D2C and B2B ordering, without compromising the core focus on wholesale relationships. Additionally, their existing brand identity and messaging were dated and not well-aligned with the more premium retailers and business buyers they wanted to attract.

Key constraints

Limited budget for early-stage growth
Need for scalable website infrastructure
Requirement for flexible order workflows (e.g., build-a-box & custom fields)
Logo had to remain as it was already printed across thousands of packaging materials

My solution

Brand & Strategy

Conducted competitor and audience research
Developed new brand guidelines, colour system, tone-of-voice principles, and visual assets
Retained the original logo at the client’s request but modernised all other brand elements

Website & Experience

Designed UX architecture using user goals + business goals + card sorting
Created low-fidelity wireframes using Relume AI, then final UI in Figma
Built the full 30-page site in Webflow, then converted to Shopify for long-term scalability using Udesly
Reorganised site structure midway when the business paused D2C launch, without disrupting wholesale workflows

Deliverables

30-page eCommerce website
Full brand guidelines
Price list / sales asset design
Ongoing consulting on brand & marketing positioning

Tools

Brand & build

Bringing the bakery to life

The brand book

A full refresh of the brand: new guidelines, a colour system, tone-of-voice principles and a set of visual assets. The original logo stayed, at the client’s request — everything around it was modernised.

36 pages · Brand guidelines

From Webflow to Shopify

The site build began in Webflow, as a wholesale site with intended small scale buy-it now Shopify buttons. Once direct-to-consumer ordering came into the picture, moving to Shopify made more sense for the long term. Udesly made the conversion possible — but carrying a finished Webflow build across to Shopify brought a lot of extra work and complexity.

Webflow → Udesly → Shopify