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Meister — Brand Identity

The German Bread

The Challenge

Bring German Bread into New York's delis and fancy restaurants

Idea

Turn the baker into an artist!

In a stale US market of white bread, German bread has the potential to conquer a new continent.
Targeting young professionals and health-conscious consumers, we created Meister, a brand that enriches the German bread tradition with new creative influences from all over the world.

Product

artisanal, healthy, crusted bread

Bread is a staple food with a history reaching back thousands of years. Meister builds upon the tradition of this craft, but raises it to a healthy, varied and experimental taste experience. Artisanal production methods meet the spirit of German bread artists.
The result is a special selection of Germany's best bread recipes, enriched with constantly new ingredients. Tasty spreads and toppings accomplish the work.

Identity

We believe in bread

Meister stands for German bread tradition, creative spirit and the quality of ingredients. These values are deeply planted in the company, define its actions and way of communication.

Brand

The German
Bread

The love of arts, quality and tradition shows not only in every single loaf of bread, but also in every piece of communication: The company's logo is the handwritten signature of the Meister himself, the packaging uses natural materials and images that are used resemble European baking tradition.

Stores

A Quick Trip to the Bavarian Fields

Once established in New York's sophisticated food scene, Meister is going to expand to it's own bread and brotzeit stores where health-conscious professionals can find an energizing alternative to the local fast food.

project details
  • Year
    ~

    2015

  • Client
    ~

    CMW Superfood GmbH

  • Job
    ~

    Trend Research
    Target Group Analysis
    Branding

  • Credits
    ~

    Project Lead ... Volker Tolle
    Creative Direction ... Daniel Kiendl