Proving Ground
Community Sourdough Culture
BRANDING + UX/UI + app design + packaging / 2023
Overview
Proving Ground is a local start-up that de-mystifies the nuance and esotericism around baking wholesome sourdough and other traditional forms of bread. Their unique approach is based on an understanding of the link between ancient bread production methods and its integral influence on human societies throughout history.
Proving Ground were looking to renew this narrative and needed a contemporary and vibrant identity that drew focus to the domestic processes of the distant past while remaining relevant to modern living.
To help in their launch, I provided Proving Ground with their unique and own-able name, alongside a holistic and distinct visual identity that pays homage to the long and ancient history of bread making as the basis of sedentary human civilisation.
The identity is a direct embodiment of the business name which references the interplay between people and bread making, as seen through the lens of an archaic aesthetic reminiscent of ancient prehistoric art and mark making.
The name Proving Ground issues a challenge to engage with our deeply human connection to bread making and its integral processes, as well as a nod to ancient ritual and practice.
An organically derived modular system of basic shapes, the identity highlights the imperfection of human-made forms to offset the more polished and homogenous ideas of tradition and heritage in the existing bakery industry.
