Sifted

Only the Good Stuff ^TM

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Some brands do one thing particularly well. So they double down on it, and claim differentiation. Then there are brands that fall into that camp of, "The whole is greater than the sum of its parts." Such brands need tightrope walking: It's challenging to point to one specific line item, yet claiming greatness across the board is unsavory and half baked...

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As an example, ladies and gentlemen of the court, we present Sifted. Sifted is a high-profile concession (store within a store) of Newday Market in Airmont, NY. It's not, say, organic. Nor is it low carb, per se. No one differentiator emerged as an easy USP. So we dug a little deeper and kneaded the interview dough for further insights.

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In the end, it was the bakery's process that rose to the top of the inspiration ladder. Their obsession with what they keep out is equal to the passion for what they do put in. It's a brand focused on a (baker's) dozen of little things—a recipe for finesse and delicacy that refuses to fold over and fall into any trendy category. It's about selection, in the classic sense of the word. Could any other name say it better than Sifted?