Warmth and rebellion in balance: a refreshed identity for Hart Bageri’s artisanal expansion

As Hart Bageri grew from a single neighborhood bakery into a multi-location brand, its identity was re-examined to support broader ambitions while preserving its core. The update focused on reinforcing the tension between discipline and defiance—a defining trait of the bakery’s philosophy.

Central to the refresh was the evolution of hand-drawn elements. These illustrations and letterforms were redone to feel looser, more alive, and intentionally imperfect, echoing the unpredictable beauty of handmade craft. Their expressive, almost improvised character adds warmth and a human fingerprint to every application.

The refined system doesn’t aim for uniformity. Instead, it embraces character and variation, allowing the brand to scale without losing the idiosyncratic charm that first set it apart

‍