Loam & Linen

The bread at Loam & Linen was already perfect. The paper bags were not: a glossy logo, three inks and a plastic window that fogged up by nine.

I spent three early mornings behind the counter to see how bags were filled, folded and carried out the door. Then I kept the kraft, dropped the logo to a small rubber stamp and let the flour marks do the rest: one ink colour, two box sizes and a bag that folds shut without tape.

The new boxes stack in the window like a small building, and people photograph them before they eat. Moving to a single ink cut the packaging print bill by 40 percent.