Hart and Soul

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A hand-crafted brand for one of the world’s best bakers

In 2018, Noma partnered with Richard Hart, the former head baker of San Francisco’s famed Tartine, to open a new bakery in Copenhagen. Hart Bageri exemplifies world-class craft, but Richard brings an unexpected character and style to the art of baking. He’s both disciple and dissident, honoring the rules and traditions while reinventing them. 

At Hart, cups are replaced with fist-fulls, recipes are shared with neighbors and sourdough is baked by day, not in the dead of night. To bring the bakery to life, the team needed a brand as unique as Richard’s approach. The outcome is a spontaneous design language—all made by hand.

Logos + Baker’s Mark

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There is no single logo. Instead, a series of hand-drawn wordmarks add variety across applications. The hand symbol is inspired by a tattoo of Richard’s and acts as a maker’s mark to lend character and punctuation to the system.

Typography + Palette
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Freehand Blockletter is a handcrafted display face, scrawled across packaging, postcards and display tags. Graphik acts as a foil, a sturdy sans for detail and body copy. The black and white scheme keeps the focus where it belongs—on the baked goods.