Meister — Brand Identity
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.
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.
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.
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.
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.
CMW Superfood GmbH
Target Group Analysis
Project Lead ... Volker Tolle
Creative Direction ... Daniel Kiendl