How to craft a charming and frills-free bakery brand, with MOS’ minimalist identity for Munkeriet

Munkeriet is a Norwegian bakery specialising in a beloved Scandinavian snack; the munk. Harbouring a taste and texture similar to a bun or doughnut, the traditional baked treat first originated during the Viking Age. However, it had become a rarity in Norway in recent times. With experience from some of the best Michelin-starred restaurants in the world – notably Noma, Kontrast, and Credo – chef Leopold Prytz Roze has reintroduced the munk to the Scandinavian market. Originally launched in 2020 as ‘Tasty Munks,’ Munkeriet has since grown from a delivery-only social media tour-de-force to a satellite bakery that provides munks to some of the best cafés, hotels and independent grocery shops in Oslo. Looking to stand out in a market saturated with glossy pink logos, they approached MOS to help establish Munkeriet as a bakery dedicated to simple honest ingredients and meticulous refinement. The resulting identity designed by the Oslo-based studio not only rejects the twee motifs of typical bakeries, but also invites consumers to enjoy the small pleasures in life. Furthermore, the warm and minimalist look (centred on the product itself) highlights that a baked good doesn’t need to be glossy, delicate, and ornate to be appealing. “The concept for the whole identity was ‘the little things’ so we wanted to create an identity that has many small elements that we could use in different combinations and layouts to create a visual language that is dynamic and charming,” Designer Jessie Jones reveals.