Merz
Merz Bäckerei Confiserie
Role: Art Director & Strategist
Merz has been baking in Chur since 1946. The third generation had just taken over, and the brand no longer matched the company they were running — known to everyone in Graubünden, and visibly out of date.
Starting point
Make it current without losing where it comes from.
A bakery belongs to everyone, so it had to work for every age.
The challenge
I looked at the company, the market and the competition, then defined five brand values with the management. Everything after that came out of those five.
With ten shops and a lot of people applying it daily, the identity had to work as a system: colour, typography, icons, illustration and pattern, held together in a CD manual. It reaches from the letterhead to the delivery vans. Packaging, signage, catalogues, staff apparel, photography, tone of voice, the website.
I designed all of it and organised the production with external partners.
The work
I sat on the range team, where new products were developed, and reorganised how design ran inside the company: server structure, working processes. One graphic designer worked with me, first on daily business, later on the rollout.
Behind the scenes
