The hands behind the handcraft

The last thing Stockholm needed was another sourdough bakery. But when a space with a baking legacy dating back to the 1600s was revived, it called for something extraordinary. The concept was grounded in true craftsmanship, premium ingredients, and a European-inspired aesthetic. To stand out, the identity had to celebrate the artistry of baking in a way that felt fresh and bold.

We focused on the hand—a timeless symbol of one of humanity’s oldest crafts. Baking is human, tactile, and precise. It’s about skilled hands kneading, shaping, and decorating day after day. That idea became the foundation of the visual identity: expressive illustrations of hands in motion, capturing the genuine, slightly rebellious spirit of the bakery—honest, humorous, and approachable.

The interior reflects this duality. On one side is the bakery itself—clean, industrial, and precise, with stainless steel and white flat tiles. On the other side is the customer space—raw, warm, and tactile, with handmade ceramic tiles and benches of thick, untreated pine. Together, they embody the balance between technical skill and handcrafted soul.

Design inspiration came from porcelain detailing and the aesthetics of old flour sacks. A crisp white base paired with cobalt blue created a timeless yet lively look. The hand illustrations became central to the brand and quickly sparked demand for merchandise. Today, that iconic blue hand shows up across social media and on the streets of Stockholm.

A modern take on tradition—crafted to connect with a trend-aware audience.