SOURDOUGH DISCO
Copywriting
Editing
Recipe by Erin Wahed
Brand Identity & Design by Hamish Smyth / Order
The Brief:
SOURDOUGH DISCO™ is the pandemic project-turned-small business of Erin Wahed, whose lockdown baking spree was soundtracked by her collection of disco records.
With unexpected flavors—Rosemary Olive (Studio 54) and Apricot Honey Walnut (Paradise Garage)—and beautifully scored floral patterns, the limited-run loaves are regularly sold-out a week in advance.
To satisfy her fans’ gluten cravings, I was asked to help write, edit, and format a starter-to-storage recipe that’s backed by groove and gastronomy.
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SOURDOUGH DISCO™ is the pandemic project-turned-small business of Erin Wahed, whose lockdown baking spree was soundtracked by her collection of disco records.
With unexpected flavors—Rosemary Olive (Studio 54) and Apricot Honey Walnut (Paradise Garage)—and beautifully scored floral patterns, the limited-run loaves are regularly sold-out a week in advance.
To satisfy her fans’ gluten cravings, I was asked to help write, edit, and format a starter-to-storage recipe that’s backed by groove and gastronomy.
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The Challenge:
How do you make home baking feel “disco-themed”?
We wanted the recipe to be readable but witty, technically accurate, but also on-brand.
We also wanted Erin’s personality to shine through the process: vibrant, friendly, and confident.
How do you make home baking feel “disco-themed”?
We wanted the recipe to be readable but witty, technically accurate, but also on-brand.
We also wanted Erin’s personality to shine through the process: vibrant, friendly, and confident.
The Solution:
Inspired by the journey of a DJ set with a warm-up, peak time, and closing, we organized each series of steps into three distinct sections.
Sub-sections detailed each stage of the process, from mixing the dough to baking the loaves.
Inspired by the journey of a DJ set with a warm-up, peak time, and closing, we organized each series of steps into three distinct sections.
Sub-sections detailed each stage of the process, from mixing the dough to baking the loaves.
Image: Erin Wahed
We embedded punny references to classic disco songs throughout the recipe—and there’s no shortage of shake or heat in the disco or sourdough worlds:
Finally, wherever (really, wherever) it felt possible, we injected 1970s lingo, even more music puns, and a little New York snark into the recipe:
The result:
A start-to-finish recipe (and an incredible playlist) with a groove unique to this unlikely combo of music and food.
