Let’s get two things straight: Jolene isn’t a brand, and it doesn’t sell ‘merch’. And chatting with the founders who masterminded the cult London bakery isn’t like interviewing your usual marketing experts.

They don’t talk about brand guidelines or strategy; instead, they describe a business that’s been built by feeling, instinct and a willingness to be personal rather than strategic.

And it’s paid off. London has no shortage of coffee shops and bakeries, and yet Jolene has somehow risen to the top – its wordmark a welcome sight in Newington Green, Hornsey, Islington and Shoreditch, where it’s perfectly normal to see people queuing outside for coffee and bread.