Karaway

Retaining a sense of tradition was important for this Eastern European bakery. The name is derived from the Slavic greeting Karavi, a custom of welcoming guests with a loaf of homemade bread. Elements such as an illuminated letter ​‘K’ and the brand pattern were inspired by folk art, and photographer Cristian Barnett perfectly captured the baking process and the breads.

ico collaborated with architects ³¹⁄₄₄ to develop the first Karaway store at Westfield Stratford. The use of natural materials continues in-store, from brown-paper bags to linen staff aprons and handwritten price tags. The open-plan shop adopts the feel of a market, using wooden food crates and wicker baskets to display goods.