TWISTED BITES.
Pretzel Bakery in the heart of Munich (case study).
Project goal
To create a visual identity that will stand out against numerous competitors in the city. By blending a traditional touch and a modern twist, attracting both Munich natives and curious travelers.
Brand strategy • Brand identity • Packaging • Signage • Marketing collaterals
Design decisions
Subtle hints of refering back to the bavarian flag through the dots of the ‘i’s (lozenges) and the pattern.
The B of ‘Bites’ represents a pretzel (rotated on the side), with a tail for more ‘twist’ and some added flair. The tail also looks like the long stretch of rolled dough you make before you start shaping it into a pretzel.
A colour palette mixing classic bakery colours with more modern, punchier ones (but staying in the tradition by referencing the Bavarian region). It allows to fit within the industry, while standing out against other traditional bakeries of the surroundings.
