Developing a corporate design, including documentation in the form of a style guide, for grocery chain REWE’s backfrisch brand.

As the German brand name implies, grocery chain REWE’s backfrisch brand provides customers with a large assortment of freshly baked goods to eat on the go. In order to get this message across in the limited time and space afforded by a gas station, loved developed a simple and striking brand identity. All design elements are inspired by the world of baked goods—from the appetizing colors, reminiscent of flour and dough, to the “frisch gebacken” (freshly baked) typography with its small pores. Through its simple line graphic that can be adjusted in length and width to fit all formats, the logo conveys delicious flavor and life on the move.