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Name: Laura Evans Age: 19 Practice: Photography Job within magazine: Comparing 6/8 Cafe to Costa Coffee. Co editer behind Vie Magazine.

Name: Faith Earle Age: 19 Practice: Illustrator Job within magazine: Comparing Bread Collection with Greggs the bakery. Co editer behind Vie Magazine.

Name: Poppy Pearson Age: 19 Practice: Visual Communicator. Job within magazine: Comparing Chocolate Deli with Thorntons Chocolate.

Name: Junior Ishaya Age: 18 Practice: Animation and moving image. Job within the magazinbe: Creation behind the ident.

SPECIAL THANKS. we want to say a big thank you to Gilles from Bread Collections for giving up his time for an interview and photographs of his bakery. Also to Hannah manager of 6/8 Kafe, who let us take photos of her cafe, on a busy working day. And giving up her time for an interveiw. Also Chocolate Deli for letting us take photographs and giving up their time to give us information. 2



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efore The Bread Collections was opened it actually was a bakery, started in the 1930’s and run by the Curtis family. Then Gilles Zidane, who was born in France but moved here 30 years ago, brought the bakery. He decided to buy it because he found it hard to buy good bread in England. He has now run it for 7 years in partnership with Caroline Furby. Gilles totally re furbished the bakery and started from scratch coming up with his own recipes changing the bread from using standard bakers yeast to using sourdough and good quality ingredients. In his shop they make and sell many breads, as well as French patisserie, savouries like pizza and bruschetta and a deli counter with cheeses, pates and many other products like wines and vinegars that have been imported from places such as France and Greece. Gilles found there was a great market for good bread and French patisserie in the area and so his business started. The flour is brought in the Cotswolds from Matthew Clark. 4

The ancient method that The Bread Collections use is called fermentation by wild yeasts, with a sourdough starter. For the yeasts naturally present in the atmosphere, a moist warm mixture of flour and water is the perfect environment for reproduction. As they multiply, the yeasts produce carbon dioxide and alcohol, which change the texture and the flavour of the dough. The starter is live and it must be ‘fed’ to keep it effective and vigorous – it is unpredictable. The flavour of their bread can vary wildly from mild to tangy to almost inedibly acidic. But this near-magical complexity is what attracted and entranced Gilles. There is a big difference in the yeast used by factories and small independent bakeries. The Bread Collection use slow naturally fermented yeast and factories use commercially produced yeast and lots of salt for a long shelf life.




read Collections was listed in The Times top 10 bakeries in Britain which Gilles felt was a great achievement and was thrilled to be recognised after their hard work. I asked what made his bakery different from other independent/chain bakeries and he replied ‘We know all our customers and call them by their names, and they love it’ It makes them feel valued. I asked why should people pay more money for artisan and hand made bread? ‘Because we need to pay skilled people.’ Bread Collections provide to local shops and restaurants both in Knowle and Birmingham including Hotel du vin and The Malmaison Hotel. Gilles told me they have lots of returning customers and are busy everyday of the week. He sticks to his quote ‘quality, quality, constancy and the end, honesty’ and he believes this is what you need when running a good business. Their busiest time is over the weekend when they sell the most bread, especially the Artisan bread like White Spelt sour dough, Rosemary sour dough and Date and Picane bread. Bread collections produce 1,000 loaves of bread a week. Gilles told me his favourite bread is a rustic baguette,crusty on the outside and soft on the inside. 6


r John Greggs started up his business Greggs the bakery in 1951. After more than 10 years as a delivery boy on a pushbike delivering yeast and eggs to families in Newcastle he decided to set up his own bakery. He opened a small bakery in Gosforth with a single shop and bakery at the rear. Following the death of John in 1964, his son Ian took over the family business and under his leadership Gregg’s grew and developed a reputation for ‘good quality and great value.’ By 1984 they had opened more than 260 shops in four main area’s of the country. Then Greggs became a publicly listed company and continued to expand opening shops in Wales, North London and the Midlands especially Birmingham. By the 1990’s competition was strong as more independent bakeries were opening and supermarkets started to make their mark on the bakery market. But Greggs focused on their main strength of ‘good quality of food on the go.’ Today Greggs have nearly 1,600 shops. They bake bread everyday in their local bakeries with experienced bakers and they say that quality is their priority. Their sandwiches are made daily with their own bread and pasties, sausage rolls and other pastries are cooked freshly on the premises everyday.




read is a basic commodity. Not long ago every village and in even larger towns, individual bakeries existed. Each one with their own batch of yeast and different style of baking. This often reflected the area in which it was produced and therefore had an identity. Skill went into the making of bread and this was reflected in the look and the taste of the loaf produced. Nowadays, commercial markets demand more for less, so yes, you can buy a loaf of sour dough bread from a supermarket or chain bakery, it will cost less, probably taste less, may have travelled many miles partially baked, to be finished off in the supermarket ovens to give you that ‘just baked locally’ effect but what has been lost along the way is irreparable. Factories and cost margins have taken the place of skills and taste, huge impersonal factories in out of town areas run for people only interested in profits has replaced a village livelihood, employing those naturally skilled in the craft and able to provide the local community with a basic tasty loaf.




KAFE have a much smaller space. They offer a more intimate cafe experience, and many of their customers who also go to other independent retail outlets say that they come to 6/8 to chill out. 6/8 KAFE also have a much smaller menu (in both drinks and in food), which allows them to do what they do well, and not get lost in an extensive list of items that don’t get enough acknowledgement. In terms of how they differ to chains, 6/8 care a lot more about what enters their cups of coffee. They also know where the beans are from. The roaster actually goes to each grower and picks the beans specifically.

They work for months training in espresso and milk, constantly reading and educating workers in the product. 6/8 KAFE never let a drink go out to a customer unless staff are 100% happy with it. As they are not a part of a large chain, 6/8 KAFE can make their own decisions about what they produce and get alot more involved in the community. If they want to do something a certain way, and in a way that improves the experience for 6/8 KAFE’s customers, they can do it there and then. This is extremely important to the cafe as they want every single customer to be happy and want to return.


6/8 KAFE have lots and lots of regular, returning customers, who all comes from different walks of life. They have business professionals, church groups, artists, musicians, mothers, families, grandparents, and people who come back to the KAFE whenever they are in the city even if they live miles away. The majority of the cafes customers comes from regulars or referrals. The 6/8 KAFE love knowing he customers. coffee shop is for hire for magazine launches, workshops, film their shoots, music nights, film nights or just plain extended openings. They have a large basement downstairs which has already been successfully used to show films, music nights, yoga and live art exhibitions. 6/8 have work exhibited on the cafĂŠ floor, 365 days of the year, which is work from students, local artists, art from illustrations, photographs, paintings and drawings. All worth visiting and enjoying along side a coffee.




was opened in February 2011 by Devinder Dhallu, who is a Software Engineer by trade. He wanted to start his own business and decided on coffee, even though he had no previous experience. Just one of his first members of staff had worked in the business before, so it was a brand new experience for all involved. He chose to study before opening and did everything right from the beginning, and through hard work and a refusal to take the easy road, 6/8 has become what it is today. It has been named as one of the top 10 coffee shops outside of London, housed the number 1 UK Boarder Agency champion for Northern Ireland and reached the semi finals of the UKBA (UK Boarder Agency) championships.

The KAFE have many regular, returning customers, who all come from different walks of life. They have business professionals, church groups, artists, musicians, mothers, families, grandparents, and people who come back to the KAFE whenever they are in the city even if they live away from Birmingham. The majority of the cafes’ customers comes from regulars or referrals. The 6/8 KAFE love getting to know their customers.


FEEL CHRISTMASSY INSIDE WITH THE NEW FESTIVE RANGE! Costas range of festive food and drink has arrived for the winter/ christmas season 2012. Costa coffee have a range of wonderful winter drinks in store for you. This year they have many new arrivals as well as the return of some traditional Christmas crackers! It really is the reason to get your christmas jumper on.

DRINKS OF THE SEASON LATTES A new season and a new coffee. The Salted Caramel Latte, smooth and salted caramel together with Costas Mocha Italia blend for an unbeatable taste. And if you’re still loving last year’s presents, well don’t worry Praline & Cream and Crème Brulee Lattes are back!


VERY HOT CHOCOLATES As if hot chocolate wasn’t special enough, they have gone and added a sprinkle of more! Introducing new Honeycomb Hot Chocolate, mixing hot chocolate and honeycomb syrup for the sweetest of treats. Or, Costas ever-classic Black Forest Hot Chocolate, a welcome warming feel of Blackberry syrup, hot chocolate and cream, topped with cherry sauce.


osta creates coffee like an art which takes time and skill to perfect. With 40 years of experience, they like to think that they have done just that. In that time they have discovered the finest beans, equipment and techniquesto make sure that every cup of coffee makes the grade.

Every little sip counts. Costa take environmental responsibilities as serious as they take their coffee. 100% of the coffee they use to make their very own Mocha Italia blend comes from beans sourced from Rainforest Alliance Certified farms.To have Rainforest Alliance Certification, farms that they come from have to ensure the poeple who grow the coffee, and they land they grow it on, are supported and sustained. So when customers of Costa Coffee drink a mug full, they are also doing their bit for coffee growers and their communities.


offee is drank everyday in many peoples lives across the UK. After researching where to drink coffee, I would most definitely choose an independent store from a well known high street cafe.This is because within an independent cafe, you have more of a idea where the coffee has come from. Also I found when visiting 6/8 Kafe the atmosphere and staff were alot more friendly and that made the coffee taste so much better.




t all started in 1885 with Richards Great Great Grandfather who ran a very successful patisserie business in sheffield for many years. In 2006 Richard and Penny moved into the jinny ring and opened ‘Chocolate Deli’, this was a total career change for Richard and penny. Richard was later diagnosed with cancer and they realised the career he had followed for 30 years became too stressful to carry on with. In 2009 they began to develop and moved into a larger shop at the Jinny Ring Craft Centre. This enabled them to expand their range of chocolates and gave them a bigger opportunity to try bigger and better things with their chocolate creations. The couple have recently opened chocolate Deli and Patisserie in Worcester, which offers their customers the chance to relax and enjoy one of their exquisite coffees or hot chocolates with a piece of cake or a chocolate or two. 17





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hocolate Deli offer their customers beautifully handmade chocolates for all ages. Molton chocolate is used within their secret recipes with a wide range of flavours available to suit everyones tastebuds, from Banoffee to wild cherry and champagne. They only use the finest ‘Barry Callebaut’, belgian chocolate in everyone of their handmade chocolates whether its in milk, white or dark chocolate. The chocolate Deli’s best seller is their personalised chocolate pizza which is covered in all of your favourite sweets or chocolates. Another of their best sellers and speciality is the ‘Chocky choo’which is a stunning lifelike stilletto which is 100% ediable, they come in a range of Charles colours and designs and can also be person” t! alised for special occasions such as r Sc u h hu birthdays and weddings. t l n’ s e do n




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Today, chocolate has converted to be one of the most adored foods in the world. We have not just an emotional, sensual connection with it but it comforts, pleasures and draws us in to give us a taste experience beyond any other.

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hornton’s is the largest chocolate and confectionary company in the United Kingdom with a massive 600 stores. It has recently celebrated its 100th birthday and is now seen by the Great British public as the ultimate chocolate treat on the high street. Thornton’s are most famous for their ‘Continental chocolates’ and ‘Special toffee’ which are as popular as ever. However new brands such as ‘Thornton’s moments’, ‘melts’ and ‘classics’ are also new favourites of customers. Today Thornton’s have a chocolate for every occasion and every customer, including gift hampers, wedding favours and personalised gifts. Thornton’s have a great range of Christmas gifts available for all ages. From chocolate reindeers, santas and snowmen in a variety of white, milk and dark chocolates for the kids which can also be personalised with their name, to a more elegant continental box of chocolates which can be gift-wrapped for that special someone. 21




section of the magazine, specifically gives you an idea of what went on when we were filming our Ident. However, the first thing we need to enlighten you on what an ident is, incase some of you are unsure.

An ident is simply like a short commercial or an advertisement for a magazine or a newspaper trying to identify itself with a short video in order to communicate with the public and audience.

Vie’s ident shows our editors around the Birmingham City Centre having fun and trying to give presence to our magazine by the best way we know how. The ident also gives a hint on the competitions between the shops talked about in the magazine. These images were taken during the videoshooting of the ident. If you want to know and see more of the ident, which we highly recommend you to do, please don’t hesitate to check the link in the right hand corner. Above are some images from behind the scenes at locations we used for the ident, in which it was pretty cold day in Birmingham. In fact it was so cold that we couldn’t feel our hands and feet but we we managed to complete the scenes on that day.

We guess you are wondering what our ident is all about and why it’s so important. Well one thing I know for sure is that it’s really fun to talk about plus is there anything better than an ident done by the editors of the magazine? Don’t you think? We would like to say thank you to the shops (Bread Collections, 6/8 Kafé and Thorntons) in City Centre, which were the locations for our ident for having no problems with us for shooting our ident at their territories.

Director: Junior Ishaya Featuring: Poppy Pearson

(Thorntons) Laura Evans (6/8 Kafe) Faith Earle (Bread Collection)


Thanks from Team VIE.


VIE Magazine  

Comparing chain with independent shops within Birmingham.