Full Proof

Full Proof is a sourdough doughnut shop in Sydney that works two shifts, feeding commuters in the morning and a late-night crowd after dark. The product takes a long, slow proof to make, so the brand needed to look like it came from a serious bakery.

We built the identity around the proofing process and the stainless steel benches of a professional kitchen. The palette is monochrome chrome, the custom wordmark sits alongside technical typography, and the signature pattern is a wireframe traced from the cell structure of proofed bread (the air pockets you see when you tear a loaf open). The website carries the same system through every page, with the wireframe pattern and chrome finish doing most of the work.