Branding for a boutique bakery that specializes in the Ashkenazi kitchen.
In addition to its traditional bread, Shmaltz specializes in salted fish, cheeses, and of course shmaltz.
Originally shmaltz is an easter European spread made from frying chicken fat. In modern Hebrew shmaltz has acquired a second definition in slang meaning kitsch, romantic, and overly sweet. Shmaltz the bakery embraces both the old and new iterations of this word by bringing this nostalgic spread back onto the culinary scene and using kitschy and romantic elements in its branding language.
