Olivia McCauley
Campaign to increase the desire for and accessibility to better bread in America
knead
Better Bread Campaign
Knead is a social media platform, marketplace, and community that promotes the accessibility, craft, and desire for good bread among Americans. We want America to experience the benefits of good bread by strengthening a community of people who make their own bread and source it to those who want to make a switch from industrial white sandwich bread to handcrafted, real ingredient bread.
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Problem Statement
Since the mid-1900’s, America has
lost itself to fast, bland, and cheap
food for convenience.
The passion, therapy, and connections quality bread creates would help Americans live happier, fuller lives.
Mission
​
Cultivate a desire for good bread among Americans
Make artisan style/good bread more
accessible
Inform Americans about the need for better bread
Vision
The American people...
will be
happier, saner, full
will develop more
passion, self-care, community
can have
joy, pleasure, satisfaction
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App
Packaging
Social Media
