Premium bakery Kunst brings artistry to the concept of a bakery. Founded by an entrepreneur from Germany, Kunst brings 300 years of experience in the bakery industry into the 21st century. Combining the high-end baking and creativity, Kunst wanted to create a bakery product range that went beyond technique and into pure artistry - holding products to the highest standard of taste and presentation. Base Creative was commissioned to create a brand identity that would capture the dichotomy of the brand - traditional yet new, attainable yet high-end - in a cohesive, representative and enticing manner.
Led by heritage and a unique outlook on a traditional trade, Kunst wanted to bring its 300 year history into this decade. Offering high-end alternatives to conventional bakery products would only be possible through excellent research into the Chinese bakery market and appealing design. To accomplish this goal, Kunst began a partnership with Base Creative to sieve through the noise and find the best position to enter the Chinese market from. Success would be evident in cohesive packaging and store design based on a strong brand identity that captured both its story and its future.
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.