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Jason’s Sourdough

Led by their charismatic fourth generation master baker, this uncompromising set of bakers cannot, and will not, rush their craft. Jason’s Sourdough is a bakery on a crusade to make proper bread available to everyone.

  • Writing
  • Packaging
  • Design system
  • Art direction
Something More Jasons Ciabattin Pack

Many of Jason’s Sourdough recipes have been handed down over decades, and these sit side by side with new takes on established ideas. To help bread lovers find their favourite, we introduced a numbering system that can grow with the product range.

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Something More Jasons Loaf Top Detail
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As part of the brand development, it felt fitting to sing the praises of the man behind the bakes: Jason Geary – the fourth generation master baker of the Leicester-based family business, which first opened its doors in 1906. His trademark, iconic eyewear was the ideal vehicle to make him the star of the show.

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The breads are fermented slowly over 24 hours, using Jason’s unique sourdough mother culture, meaning flavour is always the hero – a distinctive range spanning tried and tested to weird and wonderful.

Something More Jasons NY Food

Drawing inspiration from all over the globe, Breads of the World brings the hustle and bustle of NYC and the sun-drenched shores of the Mediterranean straight to the bread bins of Britain. No passport required.

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Something More Jasons Baltic Pack