Background
Hart Bageri is a bakery in Frederiksberg, Copenhagen, lead by former head baker of Tartine, Richard Hart, and backed by Noma founders René Redzepi and Ben Liebmann.
Hart and Soul
Richard bakes from the heart. Having learned his craft from European masters, Richard knows the rules of traditional baking, but also, how to break them. This is baking with heart and soul.
Hart and soul
The concept was simple: elevate the craft of baking for anyone who wanted to learn. Hart Bageri would be the soul of the neighbourhood, willing to give away trade secrets in the interest of better bread for everyone.
Solution
We created a handmade brand identity for that echoes Richard’s outgoing personality, his food philosophy and his love for all things baked.
Hart is the main ingredient
At Hart, everything is made by hand. No industrial processes. No pretence. Just salt of the earth people baking genuine passion into everything they make.
This is our labor of love
Our affair with sourdough
and all things baked.Food for the soul,
straight from the heart.Made with feeling and instinct.
No secrets. No limits.
No white fluffy hats.
Just passionate people,
With a fist-full of flour
and salt of the earth.Fire in our ovens.
Fire in our bellies.Forging flour into flavour.
With heart and soul.
Made by hand
Every part of the identity has a hand made feel that celebrates baking from the gut, one-offs and the beauty of imperfection.
To symbolise that ethos we created a ‘baker’s mark’, inspired by a full sleeve octopus tattoo on Richard’s arm.
The mark acts as a hallmark of handmade quality from the baker that made it. It’s a reaction to the mass produced bread that fills our supermarkets. A return to old values of doing thing slowly. Not by machines but by people, with a genuine love for their craft.
The ever-changing logo
The made by hand concept extends to the logo system. Just like the bread they bake, each is a one-off, drawn by hand in a variety of styles. The logos play out across all customer touch-points from coffee cups to packaging and everything in-between.
INTERIOR AND EXTERIOR DESIGN
We collaborated with NYC based interior architect, Corey Yurkovich, on the interior and exterior design of the bakery.
The design was intended to be warm and inviting, whilst embracing the imperfections inherent in material choices.
Charred wood echoed the charred crust of the bread. Exposed brick, revealed in the renovation, was painted to respect the heritage of the building. And poured concrete floors brought an industrial yet contemporary feel to the space.
Hart
Bageri
Brand identity
Designed at Gretel
Creative Director: Chris Maclean
Design Director: Dylan Mulvaney
Designers: Elaan Bourne, Brittany Teng
Interior design: Corey Yurkovich
Photography by: Martin Kauffman, Victus Nord
Many thanks to Gretel, Martin Kaufmann and Victus Nord for permission to use these images