IAA Olive Crown Gold + 3
Love Crummbs — Hyphen Brands
Case Study

Love Crummbs

The Lovefools Bakery & Café
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Discipline
Brand Identity · Packaging · In-Store Design
Client
Love Crummbs, The Lovefools
Scope
Naming · Logo · Colour · Packaging · Touchpoints
The Brief
Love Crummbs — the bakery and café born from the award-winning fine-dining restaurant The Lovefools — needed a visual identity as distinct from the clutter of Bandra cafes as its pastry is from a standard bakery. The identity had to carry the warmth of the parent brand while standing confidently on its own.
Concept
The crumb as concept — the truest measure of a great bakery, turned into an entire brand identity system
Craft
Two M's in Crummbs — a cheeky copyright device that added a dash of deliciousness to the brand name itself
Loyalty
46K+ patrons and influencers demonstrating strong brand affinity since launch — and the first dedicated café on its way
01
When your offerings stand out, your brand should too. Love Crummbs needed an identity as distinct from the sea of Bandra cafes as its pastry is from anything around it.
The brief was specific: Love Crummbs, born from the kitchen of The Lovefools, was entering a neighbourhood — Bandra — that is saturated with cafes, each competing for the same visual attention. A generic bakery identity was not an option. The brand needed a concept, not just a look. Something rooted in what the bakery actually does — and does exceptionally well — rather than borrowed from the visual vocabulary of the café category. The answer was sitting in the pastry itself.
Love Crummbs — Brand Identity
02
At the heart of every great bakery is the crumb — the flakiness, the texture, the truth of the craft. That's what we made the identity.
The true testament of a great baker is the crumb. The flakiness of the pastry. The way it falls onto the plate. We took that humble, honest measure of baking excellence and made it the conceptual heart of the entire brand. For the formal logo, tiny pastry crumbs were arranged in a precise rectangular stack — connoting craft and precision. But in real-world applications — posters, packaging, in-store touchpoints — the crumbs were allowed to fall randomly, just as they would on your plate. That randomness created a playful, human connection with customers. The same mark, two personalities: one structured, one delightfully imperfect.
Love Crummbs — Logo System
Love Crummbs — Packaging
03
In their kitchen they play with flavours. In our heads, we played with two M's — a cheeky twist that facilitated copyright and added a dash of deliciousness to the brand name.
Spelling is brand strategy. Love Crummbs — with two M's — was more than a playful typographic decision. It facilitated copyright, protecting the brand name from imitation in a category prone to it. And it added something the name needed: a slightly indulgent, slightly cheeky quality that matched the feeling of biting into a perfect pastry. The double-M made you look twice at the name, then smile. That moment of recognition — 'mm' as in delicious — was exactly the emotional register the brand needed to establish. Small detail, significant effect.
Love Crummbs — In-Store
Love Crummbs — Touchpoints
Love Crummbs — Brand Applications
04
Love Crummbs isn't just a bakery. It's a brand people crave — visible in social loyalty, influencer affinity and a community that grew before the first standalone café opened its doors.
The colour palette was borrowed from the parent brand — red, white and black — with the addition of a gorgeous beige that captured the heart of the offering: a freshly baked, flaky pastry crumb. The beige connected the identity to the product at a sensory level, making the brand feel edible before a customer had placed an order. Across packaging, in-store materials and social media, the identity held with the consistency of a brand that knew exactly what it was. Since launch, 46K patrons and influencers have demonstrated strong loyalty — and the first dedicated Love Crummbs café is now on its way.
Love Crummbs — Bakery & Café

Love Crummbs came to Hyphen with a brief that was as delicious as the product itself: create a brand identity for a new bakery and café that could hold its own in Bandra — one of Mumbai's most visually saturated neighbourhoods — while carrying the warmth and authority of its parent restaurant, The Lovefools. The identity had to be conceptually strong, not just aesthetically pleasing.

The insight came from the product. In baking, the truest measure of quality is the crumb — the internal structure of a pastry that tells you, before you've tasted it, whether the baker knows what they're doing. We made the crumb not just a metaphor but the literal material of the brand identity. Tiny pastry crumbs, photographed with precision, became the logomark: arranged formally for the structured version, scattered naturally for the human version. The same identity, two registers.

The name itself got a treatment. Love Crummbs, spelled with two M's, was both a copyright strategy and a brand personality decision. The double-M made the name slightly unexpected, slightly indulgent — the typographic equivalent of the 'mm' sound you make when something tastes exactly right. It added a cheeky quality to what might otherwise have been a straightforward bakery name, and it protected the brand from imitation in a category where names travel quickly.

The colour strategy was precise. The red, white and black of The Lovefools' identity gave Love Crummbs its family connection — important for the brand's launch, when association with the parent restaurant was a significant asset. The addition of a warm beige was the move that made the identity the bakery's own: a colour that was literally the colour of a freshly baked pastry crumb, connecting the brand to the product at a sensory level that no copy could achieve.

Across every touchpoint — packaging, in-store design, social media, and brand communications — the identity held. The randomness of the falling crumbs created a living quality to the brand that worked particularly well in digital contexts: no two applications were quite the same, and that spontaneity matched the feeling of a place where something genuinely handmade was happening. Since launch, 46K patrons and influencers have built a community around the brand. The first dedicated Love Crummbs café is imminent.

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