Visual identity
ASSIGNMENT DETAILS:
For this course assignment, I developed a new brand identity for a shop of my choice. The assignment required us to choose one option from each category—product, location, and target market—and build a brand around it.
I came up with a name for the shop, created the logo, designed a one-page brand style guide, and showed how the brand could be applied in real-world scenarios. I also had the chance to think outside the box and come up with a wild-card idea to promote my new brand.
Den lille Krumme
Den lille Krumme
I chose to develop an artisan bread concept based in Copenhagen, Denmark, aimed at health-conscious individuals.
From this, I created a sourdough-focused bakery called “Den lille Krumme”, a small shop that sells homemade sourdough bread as well as tools and essentials for those who enjoy baking at home.
The name translates to “The Small Crumb” in Danish.
The bread bags feature a wheat-stalk pattern, emphasizing that the product is made from natural ingredients.
The poster is promoting a sourdough course hosted by the company.
The poster measures 610 x 914 mm and is designed to be displayed inside the bakery or in a sidewalk sign holder.
Translation:
Master sour dough with us!
Worksop in the bakery
More information and registration at the counter
Social Media Post
Translation:
Sale
Bestsellers at great prices! Buy your Christmas gifts or get started with your baking in time for Christmas! We have proofing baskets, scoring knives, bread knives, and plenty of baking equipment on sale!
Wild-Card Promotion
“The Traveling Crumb Bike”
A custom-made delivery bike just like the one in the logo rides through Copenhagen every weekend, handing out small samples of sourdough, recipe cards, and discounts. The bike becomes a moving brand icon.
Why it works:
• Connects directly to the logo and visual identity
• Attracts attention in the city streets
• Creates a warm, playful, community-centered experience
• Reinforces the health-conscious, biking culture of Copenhagen
Extra touch:
People can follow the bike’s route on Instagram stories and
“catch the crumb” for prizes.