Gretel

The Brand Identity · Oct 8, 2025

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.

The Brand Identity · Mar 12, 2025 · Interview

The Brand Identity interviews Beijing-born, Brooklyn-based designer and art director Zitong Zhao about her multidisciplinary career spanning studios, agencies, and major brands. Zhao discusses her independent projects like #dobservations and her new creative label pioklepiokle, emphasizing authenticity, curiosity, and the value of being a generalist. The conversation explores her creative process, lessons from industry giants, and her philosophy on slowing down in a fast-paced world.

Creative Boom · Jan 21, 2025

Creative Boom reports on Gretel’s refresh of New York City FC’s identity, marking the club’s tenth anniversary. The Brooklyn-based studio developed a new badge, custom typeface, and visual system inspired by New York’s boroughs and subway heritage. The rebrand emphasizes community involvement, authenticity, and the city’s eclectic energy.

BP&O · Jun 27, 2024

BP&O features Pentagram’s new brand identity for Bacàn, an Italian restaurant in Williamsburg led by partner Andrea Trabucco-Campos. The identity uses a custom typeface, Grand Bacàn Sans, inspired by early 20th-century Italian Futurism and Vorticism, with bold monochrome graphics and motion elements that evoke the energy of a lively dinner party. The project stands out for its typographic focus and fresh take on Italian visual language.

The Brand Identity · Oct 30, 2023 · Interview

The Brand Identity’s interview, presented by Brandpad, explores how leading studios North, Matchstic, and Gretel manage their portfolios of brands after project completion. Designers discuss strategies for brand handoffs, maintaining consistency, and building flexible systems that evolve with clients’ needs. The conversation highlights the importance of digital tools, clear guidelines, and collaborative relationships in sustaining brand integrity.

BP&O · Feb 21, 2023

BP&O features Gretel’s rebrand for Mode, a data intelligence company seeking to balance approachability with authority. The identity uses a dynamic variable typeface, a shifting grid system, and a layered green palette to convey flexibility and optimism. The result is a clean yet expressive system that repositions Mode as inventive and accessible.

The Brand Identity · Sep 27, 2022 · Interview

The Brand Identity interviews designers Andrea A. Trabucco-Campos and Martín Azambuja about their first publication under their new imprint Vernacular. Their book, 'Artificial Typography,' explores the intersection of art history, typography, and artificial intelligence, using MidJourney to reinterpret letterforms through the styles of iconic artists. The project reflects on AI’s creative potential and its implications for the future of design.

The Brand Identity · Apr 9, 2021 · Interview

This interview with designer Maddy Angstreich explores her transition to working at New York-based studio PORTO ROCHA, her experiences with remote collaboration, and her evolving relationship with design, illustration, and coding. She reflects on her education, internships at Gretel, and projects like Laboratory for Suburbia and Food Court Magazine. The conversation highlights her curiosity-driven approach and the supportive culture at PORTO ROCHA.

BP&O · Feb 11, 2019

BP&O features Gretel’s rebrand for WeWork, titled 'Framework', which visualizes the company’s role as a supportive structure for its community. The identity uses a dynamic, modular system that adapts across media, emphasizing type and space rather than a fixed logo. Richard Baird praises the programmatic approach and its reflection of WeWork’s flexible, evolving environment.