When I visited Flour Bakery’s Hope Williams and Greg Wilson, I didn’t expect to need to know a secret knock. Located above a bar on Red River in Austin’s gritty music district, Flour turns out flaky, buttery croissants, crusty artisan breads and deliciously nostalgic “reminiscents”— reimagined versions of the treats we loved as kids, but now wouldn’t touch with a guilty, ten-foot pole. Instead of the overly sweet pastries filled with frightening ingredients from our actual childhoods, Flour Bakery offers treats like the whimsical smart tart, a handheld pie with a buttery shortbread crust surrounding strawberry preserves; cocoa bombs, dark devil’s food cake with an Italian meringue cream filling; and cadets, golden sponge cake filled to bursting with a delicious creamy center, all available at the Sunday HOPE Farmers Market and various coffee shops and cafes around town. We caught up with Hope and Greg to hear what inspires these two to keep dreaming up floury goodness for the lucky folks in Austin…
*photography by thomas winslow
Tell your brand story in five words.
Hope: Good, honest ingredients and technique.
Greg: Thoughtful in every aspect. Word.
What inspires you?
Hope: Beauty inspires me. If I have to be in an ugly environment day after day I find myself waning. A shot of beauty in a movie, or some time outdoors can bring my spirits up again and give me fresh energy.
Greg: The brilliance that comes out of our kitchen inspires me. I am amazed that we are taking simple, time-honored things and producing art. It can only come from time and honesty. Sharing that with others is inspirational.