Backhaus

Backhaus

Duruk Family, a major industrial family in Turkey, approached Zeo to create a brand identity for a bakery, café chain concept they were going to launch in Istanbul. The chain was going to be called Backhaus and would be a modern interpretation of German bakeries.

Zeo started with a blank sheet of paper to create the brand story. The challenge was to figure out a way for consumers to fall in love with the concept's German heritage. The solution and the inspiration for the brand identity came from the German fairy tale Hansel & Gretel. The heart of the brand identity became not just the logo but the whole visual language, complete with the characters, the bread crumbs and birds.

Zeo went on to design all aspects of the retail concept including signage, wall applications, staff uniforms, menus, packaging, gift items, and Backhaus Schokolade.

The visual identity not only appealed to adults but also to children, thus opening the door to the launch of a series of kids initiatives.