MUNKERIET

          In 2022 I had the pleasure of working with Munkeriet when they asked Mos to help them update their strategy, name, and identity to mark a transition from a home-operated company to a professional bakery. Munkeriet was started in 2020 by Leopold Prytz Roze, a dedicated chef with experience in high-end restaurants such as Kontrast, Noma, and Credo. The new identity helps establish Munkeriet as a bakery focused on meticulous refinement, that uses simple, honest ingredients to create a munk that is as charming as it is delicious.
          The concept for Munkeriet's new identity is about celebrating the little things. The founders know the details make all the difference when refining recipes, choosing quality ingredients, and bringing joyful experiences to people. Throughout every element of the new identity, details work in harmony to inspire customers to cherish everyday pleasures.

          A dynamic, playful logo reflects not only the shape of the munk but also makes space for imperfection as a way to appreciate this hand-crafted product. Typography is a key feature in this identity, using limited styles and distinct proportions to show a sense of refinement and charm, an idea echoed in the brand's animations. Cut-out style illustrations are used to show the munks and flavors in their most rudimentary forms and reiterate Munkeriet's respect for clean, simple ingredients. Finally, the photos weave a feeling of quality and authenticity throughout the brand using natural light and raw materials.