Breadchain Cooperative has stood for post-capital, pro-social, solidarity-driven movements in web3 for over 4 years. The desire to facilitate change remains, but the brand is evolving.
We conducted a series of interviews in Q1 of 2025 to learn how we could deepen our connections within the community. These conversations included BREAD holders as well as leftists who were not as involved in Web3.
The insights we gained helped define our new brand personality. One driven by greater trust, and a more human voice. Our footprint as an organisation is growing, as will our activities into new initiatives where we maintain post-capitalist principles at our very core.
We are proud to present the next chapter in our journey: Bread Cooperative
Tools for today. Solidarity forever.
"Because all we have to lose are our chains."
We are transitioning away from the name Breadchain Cooperative and simplifying it to Bread Cooperative. Also known as Bread Co-op.
Over time, the original name began to confuse people; especially with so many new Layer 2s and blockchains appearing. "Chain" only added confusion to understanding what we are trying to build.
So we're clarifying our identity with a name that's cleaner, more approachable, and clearly stating our values.
We have always been about more than tech. The word “bread” is foundational. It's not just food that sustains us, but a symbol of community, togetherness, and sharing. From breaking bread at the table to organizing around basic needs, bread has long stood for care, equity, and solidarity.
That's who we are. And that's what the name now reflects.
A symbol of solidarity, internationalism, culture and shared purpose.
We wanted a logo that reflects cooperative values and global cultural diversity, not just another tech emblem.
Our symbol is inspired by a traditional communal bread known as a Pogaça. This is a staple of homes across Eastern Europe, the Balkans and the Middle East, andspeaks to the global representation of our BREAD holders.
In our design, this becomes a symbol of:
Union and wholeness – the circle that brings us together
Collective intention – the centered dot
Solidarity – the four rounded segments, forming a supportive base
Post-capitalist resilience – with a visual echo of a flower, signalling peace and mutual care
Bread is not just sustenance, but the act of gathering, sharing, and creating bonds that sustain us beyond any single meal.
This symbol is rooted in everyday essentials, but repurposed to represent the digital solidarity we envision for all.
Scalable, unified and unmistakably Bread
We're have one app, and it's a launchpad towards an ecosystem of onchain solidarity tools. Each has its own function, but is united by an inclusive cooperative identity.
This rebrand lays the foundation for a branded house, where each tool carries the Bread name and spirit:
Bread Solidarity Fund (prev. Crowdstaking app)
Bread Stacks
Bread Safety Net
….and more to come
Each product will stand on its own, but be visually and narratively connected through consistent type, color, symbolism, and language. This approach gives us room to grow while staying cohesive and easy to understand.
Branding is more than what we see. It also includes the trust, recognition, and values in our community that we wish to share with the world.
Confident, trustworthy and designed for solidarity
Our old font was playful, but could also be perceived as too techy. It didn't match the seriousness of our mission, nor the maturity of our vision.
After testing and reflection, we landed on two classic, high-integrity typefaces:
Akzidenz-Grotesk Next
Univers
These fonts convey a quiet confidence. They are legible, modern, and historically grounded. By design, they communicate trust, structure, and clarity. Perfect for the long-term cooperative systems we're building.
Warmer, clearer, and print-ready
We've left behind the deep purples and saturated pinks of our earlier identity. They were bold, but didn't work well across the media. They also didn't always match the tone of cooperative organizing and the ambition central to this project.
Our new palette embraces light, welcoming tones contrasting with strong, accessible accents. Soft cream + paper alongside a warm, terracotta orange.
We now use:
Orange – warmth, energy, visibility
Blue – calmness, trust, clarity
Brown – groundedness, reliability
Turquoise – openness, vitality
Designing for accessibility benefits everyone, and the palette we have selected is color-blind-friendly. The high-contrast combinations support people with visual impairments and just make reading easier, whether it's on a phone screen or printed materials.
Visuals that reflect real people
Our visuals are changing, dramatically.
We're embracing illustrations and photography that reflect real people, real places, and real collaboration. Our new visual approach uses earthy colors and acknowledges the actual communities we serve: people organizing mutual aid, building cooperatives, and creating tangible solidarity.
Rather than abstract concepts of post-capitalist world building, we want to show the real human benefits and the everyday work of building a more cooperative world.
This visual style mirrors our mission. It centers the lived experiences of those building together, and resists the sterile, corporate look so common in tech.
This is a recommitment to our four principles
Dual Power
Economic Democracy
Mutual Aid
Transparent Governance
This rebrand is more than aesthetic.
It's a recommitment to clarity, accessibility, and to the cooperative values we're embedding in every line of code.
We're building tools for real solidarity in the digital age. We all know how much that's needed right now.
After 4 years as Breadchain and a year of distribution, this is the next stage. We're just getting started, there's so much more to build.
Welcome to Bread Cooperative. 🍞
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