Home Bakery, Al Safa

Simple Indulgence delivered across the Middle East since 2011

Home Bakery was born out of a natural love of baking and a passion for how the simple act of eating dessert makes people feel.

The story originated in a home kitchen by founder Hind Al Mulla, who took great pleasure from providing happiness to her customers through her food. Home Bakery soon expanded largely through a craze of social media followers which soon built up an undisputed reputation for her irresistable desserts. The business began to develop and popularity grew quickly, purely down to the creativety, beauty and taste of the products. A loyal established customer base was formed and a barrage of new enquiries flooded in from the surrounding areas, which led to demand calling for a larger supply. The small home grown company was ready to be formed in to a brand and the Home Bakery story evolved in to a commerical business, resulting in their flagship store in Dubai opening earlier this year.

Every dessert produced by Home Bakery is lovingly hand made to perfection, with great pride taken in the preperation, baking and delivery of each product. The desserts available range from cookies and cronuts, to pies and loafs, with a recent addition of savoury breakfast offers.

Handmade qualities create personality and unique touches, whether it be the signature Chewy Melt, to the locally inspired Pistachio Rahash Cake. The recipies are inspired by both authentic local ingredients as well as international favourites, offering a choice of products to a wide range of consumers. Continuously looking to experiment with new recipies and combinations, the list of delicious Home Bakery products available is ever growing.

The brand identity and packaging desgins are based on the brand’s core value, ‘Simple Indulgence’. The hand drawn wordmark plays on the handmade quality of the products, offset with a striking copper finished sprinkle influenced by the baking process of their infamous Chewy Melt cookie. Colours inspired by the ingredients and products also play a part in the design, creating a simple and beautiful set of packaging collatoral. Home Bakery also offer unique personalised products and packaging for special occassions, providing a taliored customer experience.

To create a truly unique experience for the consumer, every element of the Home Bakery brand offers bespoke detailing, from the environment to the cutlery. Home Bakery have a fully designed set of tableware items that are based around the inherant values of the brand. Simplicitiy, beauty and the handmade quality of the items promote the honest approach of the brand, creating a strong and ownable identity. The use of stoneware and timber give contrast against the copper finished detailing, wiith a fresh and neutral palette allowing the products themselves to really shine.

Based in Dubai, the Home Bakery flagship store reflects the ethos of the brand and sets the tone for what a Home Bakery interior should represent. The essence is to create a ‘home from home’ experience, so that the food can be enjoyed in a comfortable and honest enviorment, within the heart of the baking process. Colours, tones and textures were all selected to compliment the products and provide a space for the food iteself to be the main focus. Natural and raw materials are used to provide simple function to the interior, with rustic charms and beauty throughout.