Gretel revisited and expanded the visual identity for Hart Bageri, the Copenhagen bakery founded by Richard Hart and the Noma group. The refresh introduced hand-drawn wordmarks, a new illustration style by Bráulio Amado, and a warmer color palette to reflect the bakery’s handcrafted spirit and growing presence.
Gretel developed a hand-crafted brand identity for Hart Bageri, the Copenhagen bakery founded by Richard Hart in partnership with Noma. The design embraces spontaneity and craftsmanship through hand-drawn wordmarks, a tattoo-inspired maker’s mark, and a black-and-white palette that keeps focus on the baked goods.
Gretel has evolved Hart Bageri’s identity to scale across more than ten locations, maintaining the bakery’s handcrafted spirit while introducing a flexible visual system. The rebrand introduces a tiered color palette, a new typeface (Basel Grotesk Mono), and a library of analog logos inspired by founder Richard Hart’s tattoo. Collaborations with illustrator Bráulio Amado and photographer Martin Kaufmann reinforce the brand’s artisanal, human-centered ethos.