The Challenge: To brand a bakery whose focus is on being nut free. Branding includes naming and full creative control over the art direction.
The Brainstorm: Avoid using "nut free" puns in the name, as that might scare off those who just want a great croissant. Instead focus on creating strong branding, and have the nut free as an after thought.
In trying to come up with names that sounded like it was "nutless" the word Nautilus came up. As being a part of the baking process, the water that is used is just as important as the flour and is often overlooked. This brand is to pay homage to other element that is so often over looked.