PERSONAL WORK & PRODUCT + PHOTOGRAPHY

HINAY

Restlessness caused the birth of our micro bakery alongside with my full-time agency work. I started geeking out and creating naturally leavened bread since pandemic started.

“Hinay”, a Visayan word, means “taking it slow”. As an individual, I’ve been practicing slow-living in most aspects of my life — and the same principle goes with making sourdough bread — taking time, patience, and dedication to come up with a basic, yet beautiful necessity. Limited production of loaves per day, and will never opt mass production despite high on demands.

The branding captures the same principle of slow-living — simple typography, minimalist design, mostly handwritten and hand drawn, product shots captured in film, no hasthags, no promoted ads, no paid partnership — basically everything that I’ve been doing for brands on my day job is not applied here. I wanted to create a brand that can prove that a good product will capture the market organically without generated push. It’s the old, beautiful way of utilsing the power of “word of mouth”.

100% handcrafted.