AP Bakery



Livery & Apparel
Art Direction


Since early 2021 AP Bakery has quickly established itself as one of the best bakeries in not only Sydney, but Australia. The brainchild of baker Dougal Muffet, Russel Beard (Reuben Hills, Paramount House Hotel), Matt Lindsay (Ester & Poly) and Ping Jin Ng (Paramount House Hotel), AP Bakery grow their own grain varieties in Forbes, NSW then mill it themselves on-site. This process gives them greater control over flavour, nutrition and sustainability. 

The original brief to Athlete (provided mid to late 2020) was based around a Darlinghurst bakery, café and shop. Covid complications and council regulations forced them to pivot and since the Darlinghurst concept remains idle, they’ve opened up two distinctly contrasting venues. A.P House, on the rooftop of Paramount House Hotel in Surry Hills offers a place to sit, eat and drink with Californian vibes and AP Town is a small backlane grab & go venue in Newtown.

Design and branding has been rolled out across the two stores through signage, packaging, staff uniforms, merch and menus.

Photography by Jack Fenby.