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Food
Identity
.
Experience
.
Product

Handmade passion

Category
Food
Product
Visual identity & packaging range
Client
Stroeck

»Though we keep coming up with surprising innovations, the original baker's craft remains our passion.«

— Philipp Ströck

Challenge

Ströck is one of Austrias biggest and longest existing bakery brands. The bakery is a family business and runs over 70 shops in Vienna. High quality ingredients, handmade tradition, and a sustainable production process are Ströck's core values. The task was a brand refreshment without changing core elements such as the logo or the yellow brand color. In order to rejuvenate Ströcks identity, we developed a graphic system which was applied on a coherent packaging line and a vast amount of outtakes and point-of-sale-implementations.

Fig 1.
Fig 2.
Fig 3.

Solution

The final design concept is based on Ströck's outstandingly high expertise and curiosity in their ingredients, sustainable grain cultivation and biological agriculture — important factors that underline their pioneering role in the baking industry.

A series of a simple grain patterns illustrate the variety and quality of the organic ingredients.
Fig 4.

Rhye | Roggen

Fig 5.

Wheat | Weizen

Fig 6.

Oat | Hafer

Fig 7.

Buckwheat | Buchweizen

Fig 8.

Millet | Hirse

Fig 9.

Corn | Mais

Fig 10.

Sesame | Sesam

Fig 11.

Sunflower seeds | Sonnenblumenkerne

Fig 12.

Pumpkin seeds | Kürbiskerne

<p>The grain pattern becomes the main carrier of the identity.</p>
Fig 13.

The grain pattern becomes the main carrier of the identity.

Along with the patterns as main visual, various illustrations and details enrich the world of Ströck, making it accessable, friendly and more human.

Fig 14.
Fig 15.
<p>The making of »The Bagett« (Photo: © Lukas Lorenz)</p>
Fig 16.

The making of »The Bagett« (Photo: © Lukas Lorenz)

<p>Sketch for one of Ströcks signature products — the »Bagett«</p>
Fig 17.

Sketch for one of Ströcks signature products — the »Bagett«

Fig 18.
<p>Bread tag &amp; wrapping paper</p>
Fig 19.

Bread tag & wrapping paper

Fig 20.
<p>(Photo: © Lukas Lorenz)</p>
Fig 21.

(Photo: © Lukas Lorenz)

<p>Illustration sketches</p>
Fig 22.

Illustration sketches

Fig 23.
Fig 24.
Fig 25.

Menuecard — Silkscreen on linen hardcover

Fig 26.

The sweets & noon specials

Fig 27.

Breakfast & bread selection

Ströck Stories work on social media using charming and unique messages and illustrations.

<p>Ströck Story 1: The best french croissant in Vienna.</p>
Fig 28.

Ströck Story 1: The best french croissant in Vienna.

Fig 29.
Fig 30.
<p>Ströck Stories on social media</p>
Fig 31.

Ströck Stories on social media

Fig 32.
<p>The sweet side of life. (Photo: © Lukas Lorenz)</p>
Fig 33.

The sweet side of life. (Photo: © Lukas Lorenz)

<p>Signage &amp; information icons</p>
Fig 34.

Signage & information icons

<p>Poster</p>
Fig 35.

Poster

<p>Everyday special</p>
Fig 36.

Everyday special

<p>Bread tags printed on special certified paper containing 30% post-consumer recycled waste from corn and grains.</p>
Fig 37.

Bread tags printed on special certified paper containing 30% post-consumer recycled waste from corn and grains.

<p>Labels for fresh soups.</p>
Fig 38.

Labels for fresh soups.

<p>Baguette wrapping</p>
Fig 39.

Baguette wrapping

Result

The refreshed brand elements allow Ströck to communicate more visibly on a wide range of channels. We equipped them with an elaborate set of tools which help to evolve their brand into the next generation. The visual identity now unites the love for handcraft with a fresh and friendly attitude and the innovative approach that Ströck is known for.

<p>Images: © Paul Bauer</p>
Fig 40.

Images: © Paul Bauer

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