Breaking Bread with Bobby's Bakery

Tucked away in the heart of North Melbourne, Bobby’s Bakery feels alive as it catches the morning sun, with fresh loaves of bread sitting ready to be picked. We paid them a visit while their ovens were firing, trays of pastries lined the racks, and the glass cabinet of baked goods glimmered in the morning light. The bakery moves with a quiet confidence that comes from doing something well, every day.

We dropped in to see their new tees in action. They feature a clean, simple design with their signature asterisk, and name on a Gildan HeavyCotton 5000 Tee. Between glimpses of fresh produce and dough being rolled in seeds, we caught up with owner Sam to talk about the bakery, the process, and why good merch matters more than people think.

1. Bobby’s has such a strong visual identity - how would you describe the vibe you’re trying to create here?

I wanted to keep things simple and not play into the model of a hyped up, heavily branded and marketed bakery that you see pop up more and more these days. I love meeting customers and can boast some of the friendliest regulars and suppliers in the whole world and I never want to become detached from these relationships.

I just want to be a friendly local bakery that just so happens to produce some of the best baked goods in Melbourne.

2. What’s a typical morning like at the bakery (if there is such a thing)?

Days start at 4am with baguettes being cut out first and then bread being loaded into the oven. The next person starts at 4:30am and starts baking the pastries. 

There’s usually music playing if Jay is working but sometimes we work in silence like monks. Everyone is always very focused on what they’re doing, which is not something I’ve drilled into them but just because we all take pride in what we’re doing. 

A barista starts at 6:30am and sets up the coffee section and fills the pastry cabinet. 

Deane the logistics executive comes at 6:30am to load up the van for wholesale deliveries and is usually on his way by 6:45am. 

Bread is all on the shelf by 7am and we open up the roller door. 

3. We saw everything from loaves to pasties being made - what’s your personal favourite thing coming out of the kitchen right now?

I will always love the Cornish Pasties because I grew up visiting Cornwall and have never had a decent one outside of the west country. They’re simple and traditional and always hit the spot if you’ve got a hunger. The Kouign Amann are delicious especially with a long black and I also had a croque monsieur in a milk bun the other day, we don’t sell them but it was so good, I love some carb on carb action

4. At what point did you decide it was time to put together some new tees?

The guys have been asking for tees for a while but as a new business finances have been quite tight. Now that we’re breaking even and, dare I say, profitable, I thought it was about time for us to stop looking like ragamuffins.

5. How important is it for your team to feel good in what they’re wearing day-to-day?

Very important! These Gildan shirts are nice and light, even in winter it gets quite hot when you’re working here and a light breathable shirt is so nice to have.

7. The navy tees are super clean and minimal - how did you land on that design direction?

I was originally going to just go for black on white but the front of house staff said they always end up with coffee on their clothes and thought a darker colour would suit them better. When I asked the back of house team if they’d also like a darker shirt to mix things up they were heaps keen so I made a white on navy design. The only shirts I own are either white or navy so it was just an extension of my wardrobe which, ashamedly, hasn't really evolved since high school.

8. How did you find the process of creating them with us at The Print Bar?

Easy and exciting! I loved having the freedom to customise the shirts myself rather than going back and forth with a designer/printer.

9. Do you see merch as just uniforms, or part of the broader brand experience?

I just wanted something that made us all feel like we’re part of the same team all working towards a common goal. When I worked at Lune I hated wearing a chef jacket to begin with but over time I found that it grew to be a physical manifestation of my pride in working there.

10. Slightly off-topic - what’s one thing customers might not realise about what goes into making great bread?

The focus on getting correct temperatures and timings for fermentation, this includes bulk fermentation of sourdough and keeping our starter nice and healthy. We have temperature/time logs for all of our doughs and we have to adjust the temperature of the water we use everyday depending on the weather. 1-2 degrees or 30 minutes can make the difference between an average loaf and a great loaf.

11. If you could open a Bobby’s bakery anywhere in the world, where would it be?

To make Cornish pasties in Cornwall would be great, I’d love to open a bakery back in the motherland and bring with me the best sourdough and croissants too!

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Spending the morning at Bobby’s, there’s a real sense of care in everything from the way the dough is handled to the way the friendly team shows up each day. Their new tees are stylish, simple, yet considered and built for the reality of daily work in a bakery. It’s a great reminder that merch doesn’t need to be too loud to be effective. When it reflects the people wearing it and the environment it’s made for, it becomes part of the identity rather than an afterthought.

If you’re building something of your own, whether it’s a bakery/cafe/brand/or anything in between, it’s worth thinking about how your team shows up day to day. You can explore The Print Bar’s online printing services to create something that feels just as natural and considered as Bobby’s. Got any questions? Our team is here to help, send us a message here or email us at [email protected] or call us on (07) 3854 0608.