HÖFLINGER BAKERY

The redesign of Höflinger focused on balancing heritage with contemporary brand perception. As one of Bavaria’s largest family-run bakery businesses, operating over 130 locations since 1931, the brand already possessed a strong visual recognition and emotional familiarity.

Leading the project at Gustav Gold in 2020, my role included the redesign of the logo and the development of a refreshed packaging and brand system. The objective was not reinvention, but refinement – evolving the identity into a more confident, timeless and distinctive expression while maintaining the essence of the original brand.