bake - March 2013 - 26

of interaction,” Bouffard says. “The more it can be
engaging and interesting for them, the better it is for
our business. They’re going to want to come back
more and more.
“That is the important part of carrying everything
through and really being focused on the details,
including the employees.”

STAMP YOUR BRAND ON EVERYTHING
Simple and meaningful
Busy logos, multiple advertisements and additional

In another nod to the nostalgic, Sugar uses business cards
fashioned after old-style calling cards and price tags. Rather
than having them printed, the shop uses a rubber hand-stamp
with the logo to make the cards. “It became this advertisement or this charming thing associated with Sugar,” says Bill
Bowick, co-owner of Sugar bakeshop. “Anything we want to go
out of here associated with Sugar, or be of Sugar, or say ‘This is
a Sugar product.’ It’s such a cheap and easy way to do that.”

products that aren’t baked goods didn’t enter the mix
when Sugar’s brand was being created. “When we
think about branding, I think we had such a simplistic
approach that it doesn’t really seem like much has
gone into it,” Bouffard says. “I think a lot of it is just
the original concept developed and carried through.”
It’s apparent that Sugar is a labor of love and a lifestyle for its owners. The specialness of the shop and
the uniqueness of its branding reﬂect this. “Hopefully,

Branded employees

that conveys to our customers. We just enjoy being

Business owners know that their employees can

here and providing them with good things. I think that

deﬁne the line between success and failure. Sugar’s

sells as much as anything else,” Bouffard says.

philosophy when hiring employees may differ a bit
from the norm, but it works. Rather than focusing on

“I think a lot of people that would be bakers are

skills, Bowick and Bouffard look for people with intan-

creative individuals anyway,” Bowick says. “Use what

gibles and then teach them the skills they need to do

resources you have and just be creative with it. It

their jobs.

doesn’t need to be expensive.”

“They are part of our brand. They’re the face of Sugar
when people come in,” Bowick says. “We hire people
that are personable and professional, people with
special qualities.”
Sugar hires people with a variety of backgrounds
and interests. Not only does this help with maintaining customer relationships, but also expands on
the customer base. Sugar’s employees bring their
friends, associates and the people that they know
into the shop.
Bowick and Bouffard envisioned Sugar as a community gathering place as well as a bakery, and its
employees have played a part in making that vision
reality. “It’s really helpful with our customers because
they’re coming in to get a dessert or something,
but they’re also here to chat a little, have a little bit

26 < MAR 2013 | bakemag.com

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