In their own words
Just what people need, but friendly, personable and absolutely not pretentious.
We wanted it to feel like an attempt, an idea of something fancy drawn in an unfancy way.
From the moment it hit our inbox we were in.
Articles & interviews
- Gretel draws Finer Sounds’ identity by hand with a felt-tip pen
Gretel created a hand-drawn brand identity for Finer Sounds, a curated vinyl and audio shop at Ace Hotel Brooklyn. The design, led by Suyoung Yang and directed by Ryan Moore, centers on a 'naive line' aesthetic drawn with a felt-tip pen to evoke approachable sophistication. The identity balances looseness and structure through a tight system of blue, Ivory Mono type, and hand-rendered marks.
- Frontify presents: How Gretel and Philadelphia Art Museum navigated change
The Brand Identity’s feature, presented by Frontify, explores Gretel’s rebrand of the Philadelphia Art Museum. The project modernises the institution’s identity while embracing Philadelphia’s vernacular culture, culminating in a redrawn griffin logo and custom Fairmount Serif typeface. The collaboration highlights strategic alignment, cultural immersion, and a shared ambition to make the museum more accessible and locally resonant.