Inspired by the German word for art, there is no doubt that artistry had to be infused in the essence of Kunst - the Art of Bakery. Focusing around the concept of artisanship beyond technique, Kunst is placed in a position of authority - a position that defines its identity. Placed as a premium brand and as artisans of bakery, the first impression of products was just as important because it must match the high-end skill displayed in its product. Additionally the identity needs to cover the whole range of products, so Base Creative and Kunst worked together to establish different product lines - bake, mil, farm and ice.

With presentation playing a crucial role in Kunst’s brand identity, intensive research was undertaken to understand the people in the target demographic. Research showed that the Chinese demographic associated German products with higher quality, and so the packaging needed to look like a German imported product. In order to do this, we tested multiple packaging options to deliver a visual identity that would be representational of the brand’s 300 year heritage in Germany. Specifically, a woodcut style was adopted to create the feel of age with a contemporary edge. This concept was used to create a system of packaging designs that could be applied to a range of products and package shapes, such as food packaging for ice cream, soup, muesli, olive oil, sandwiches, vinegar and other bakery goods.

We aligned the shop with the same visual identity as the packaging, promoting the heritage of the brand by using the same woodcut style, wood decal and neutral colored furniture. The same concept was applied to maintain the consistent brand of Kunst.