How to disrupt Scandinavian bakery branding, with Carla Palette’s bombastic identity for REGGIE

In the Scandinavian bakery space – one that is filled with muted hues, holistic minimalism, and the tastiest cinnamon buns in Europe – REGGIE does things a bit differently. Challenging the ‘less is more’ philosophy and aesthetics of the industry, the loud and proud artisanal bakery speaks to Copenhagen millennials, with a stand-out look to match. From the brand identity through to packaging, merchandise and campaign design, Berlin-based designer Carla Palette’s goal was to create an ownable visual language that breaks the mould of what is known in the overcrowded artisanal bakery space, as well as challenging the approach of new bakeries to hit the Scandinavian market in the future. Taking cues from urban culture, the central logomark is a daring juxtaposition to the typical ‘no-frills’ branding of market competitors. Looking for something “bold, unapologetic and polarising within the Scandinavian baked goods category,” Palette selected Thunder as the leading typeface. It not only challenges what is expected and known, but also nods to the familiarity of the traditional branding approach. As a result, she has created something both recognisable and intriguing.