The brief: To redraw a key visual for a bakery brand.
The context: German large-scale bakery brand Coppenrath &Wiese started its production in 1975 and grew constantly over the past decades, becoming Europe`s leading mass production bakery. The range of products is stretching from Bread, Cream desserts, Cakes & Tarts to Snacks and Party food. Coppenrath & Wiese distributes all over Europe, the U.S. and Australia. The corporate quality philosophy is keen to keep up to classic baking traditions, with the expertise of a master confectioner and consistent state-of-the-art production methods. Over the years, a rather unrecognizable, careless illustrated Cake icon was used for all corporate and packaging purposes. In 2005, Hamburg based design studio Barutzki got the commission for a whole rebranding and asked me to provide the redraw.
What I did: In order to rejuvenate the Cake illustration, I worked with a simplified and soft line drawing, keeping the focus on recognizability and printability. The ornamental round shaped label frame in combination with the curvy typeface „Conditorei Coppenrath & Wiese“ were already given, so I had to take care that my Cake line drawing icon got the same look and feel. The new brand icon has been successfully launched in 2006.