Case study · Business cards · General Bakeshop
General Bakeshop ↗Pressed like a loaf
Card for General Bakeshop in Brewster, New York: thick kraft stock with a blind debossed wheat-sheaf and wood-grain pattern, a black stag head, and the name and contact lines in maroon letterpress.
The idea
General Bakeshop is a bakery at 871 Route 22 in Brewster, New York, serving breakfast, lunch and pastries. It opened in 2020 and describes itself with the line 'passionate foods & pastry'.
Two rules
- 01Pattern with no ink. A blind deboss of wheat sheaves and wood grain pressed into the kraft, showing only as texture.
- 02Maroon letterpress. Maroon for the name and contacts, with the stag head in black.
Why it works
The card looks like the bakery's own paper goods, so it feels like part of the shop.
Start from these materials
Same paper, foil and finish, locked in — nothing of General Bakeshop's artwork comes with it.
Questions
- Can kraft paper be letterpressed?
- Yes. Heavy kraft takes a good impression, and inks print slightly darker on it, so proof colours.
- What is a blind deboss?
- A pattern pressed into the paper with no ink, visible as texture and shadow.
- Does white ink work on kraft?
- Only with opaque white or foil. Standard inks are translucent and sink into the brown.
