WorkGraphic Design

Craig & Karl craft the here and 'Now' brand identity for Berlin's Bread & Butter

Crafting a new identity for Bread & Butter in Berlin, Craig Redman and Karl Maier, otherwise known as Craig & Karl, encompassed the event theme Now with an emoji-style language of iconic and ironic graphics.

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Courtesy of Craig&Karl

Courtesy of Craig&Karl

The bright and colourful branding integrated elements of fashion, music, food and the city of Berlin; and appeared in various combinations from campaign imagery to website, signage and merchandise. "The double ampersand logotype evolved as a nod to the second life of the event and its welcoming outlook," explain the duo. "The style and form of the ampersands will change annually to reflect each new theme."

The icons certainly bring an essential liveliness and diversity to the identity and event as a whole. You can discover more at www.craigandkarl.com.

Colourful geometric signage spelling "Now" in bright red, yellow, green, pink and blue letters mounted on a building facade
Colourful vertical banner on a brutalist building featuring stacked sections with pixelated graphics and text including "Now in Fashion", "Now in Music", "Now in Berlin" and the Bread & Butter logo by Zalando at the base
Colourful inflatable sculptures suspended from the ceiling including large eyes, lips and striped shapes as part of Craig & Karl's Bread & Butter branding installation
Colourful stacked sculptural installation with Craig & Karl's branding for Bread & Butter Berlin, featuring bright blue, pink, orange, green and red inflatable blocks in an industrial warehouse space
Four stacked directional signs in bright pink, yellow, purple and green reading "Show Arena", "Nike", "Marni" and "Food Market" with icon graphics, suspended from industrial ceiling framework
Vibrant retro-style coffee kiosk with red crown top, pink and orange striped front, and yellow horizontal stripes on surrounding wall, staffed by a person inside
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