The archive · Design & Visual · Marketing decision · 2024
Masa Madre photographs fresh bread as if it grows on trees
For a daily sourdough bakery, omsky shoots loaves on real forest branches, so the bread seems to literally grow on trees.
Masa Madre
What it had to solve
Panadería Masa Madre is a bakery built on the aroma of fresh sourdough, coffee and pastries, with bread and buns baked every day. Its photography had to carry that freshness and handcraft instead of looking like a generic bakery still life.
How it works
Panadería Masa Madre is a bakery built around sourdough: fresh bread and buns baked every day, plus coffee and pastries in a place defined by the aroma of an active oven. Its visual identity needed photography that made that daily craft visible.
Design agency omsky answered with an unconventional photoshoot. Instead of a classic bakery still life, the team gathered branches from the forest and arranged the day's loaves on them, so the fresh bread appears to literally grow on trees.
The resulting image says 'fresh' the way a farmers' market does: bread that looks harvested rather than packaged, with the craft of sourdough as the hero of the frame. The D&AD Awards archive preserves the work under Photography, crediting omsky as entrant, design agency and production company.
Why it lands
- Photographing bread on real forest branches makes freshness literal — the loaf looks harvested rather than manufactured.
- Using branches gathered from the forest kept the shoot honest to the craft story the bakery sells.
- One recurring visual gives a small daily bakery an identity it can repeat across packaging, menus and social media.
- The surreal twist stays believable: the loaves really do look as if they grew where they are placed.
What it did
The forest-branch images gave the bakery one memorable visual idea — bread that grows on trees — that highlights the freshness and handcraft of the product everywhere the brand appears. The D&AD Awards archive preserves the shoot under Photography.
What you can take
When the selling point is handmade freshness, move the product into the world it implies: one photo of bread growing on a branch carries an artisanal story a studio still-life set cannot.
Since then
The idea carried beyond the photoshoot: omsky's identity and packaging work for Masa Madre kept the same bread-on-branches motif, and the project appeared in design showcases including Pentawards' monthly discoveries in September 2024. The D&AD archive keeps the photography under its Photography section as a case of letting the craft itself be the brand image.
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