{"id":5216,"date":"2022-08-22T12:55:11","date_gmt":"2022-08-22T10:55:11","guid":{"rendered":"https:\/\/justmighty.cz\/portfolio\/herold\/"},"modified":"2024-02-29T12:20:30","modified_gmt":"2024-02-29T11:20:30","slug":"herold","status":"publish","type":"case_study","link":"https:\/\/justmighty.cz\/en\/portfolio\/herold\/","title":{"rendered":"Herold"},"content":{"rendered":"\n
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herold<\/h1> \t\t \t\t

We Baked
a Rebrand<\/p> \t\t \t\t\t\t \t\t\t\t \t\t\t

    \t\t\t\t\t\t\t\t\t\t\t\t\t
  • Branding<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t
  • Copywriting<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t
  • Packaging<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t
  • Printed Materials<\/li>\n\t\t\t\t\t\t\t\t \t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t
    \n\t\t\t\"herold\"\n\t\t<\/div>\n\t<\/div>\n\n\t
    <\/div>\n\n<\/div>\n\n\n
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    \n\t\t\t\t\tChallenge<\/span>\n\t\t\t\t

    Flour has been milled in Heroltice near Slavkov for centuries, and the love for good pastries is still in the air today, with raw materials supplied by local farmers from South Moravia. We are talking about the bakery with the milling tradition called Herold, who asked us to steer its rebrand.<\/p>\n\t<\/div>\n<\/div>\n\n\n

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    \n\t\t\t\t\tStorytelling<\/span>\n\t\t\t\t
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    Herold\u2019s story is powerful!<\/h2>\n\n\t\t\t<\/div>\n\t\t\t
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    With milling rights dating back to the 14th century, 100% flour from their own mill, and a reliance on traditional recipes, the Herold brand has a compelling story. But until recently, that story remained largely unheard. We have crafted a fresh visual style, adjusted the copy\u2026and made the story known. The narrative is now being told through storefronts, packaging, posters, and various other forms of advertising.<\/p>\n\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n

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    \n\t\t\t\t\tMain Idea<\/span>\n\t\t\t\t
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    From Generation
    \nto Generation<\/h2>\n\n\t\t\t<\/div>\n\t\t\t
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    \u201dA family bakery with milling traditions\u201d<\/strong> – that\u2019s how we summarized the main ingredients
    \nof the Herold brand. Additionally, we use the image claim \u201dFrom generation to generation\u201d<\/strong>. Both taglines refer to the family history. It\u2019s been written since 1890<\/strong>, when the great-grandfather<\/strong> of the current owner, Dita Knichalov\u00e1, Kondr\u00e1d Knichal, took up the milling trade. In the second half of the 90s, his grandson established the first bakery.<\/p>\n\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n

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    \n\t\t\t\t\tVisual Style<\/span>\n\t\t\t\t
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    The brand\u2019s identity is deeply rooted in tradition, which forms the cornerstone of the new branding.<\/h2>\n\n\t\t\t<\/div>\n\t\t\t
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    The design is clean, modern<\/strong>, yet it still retains a slight patina that perfectly characterizes and complements the brand<\/strong>. The original knight with a spear seemed hostile, which contradicted
    \nthe actual nature of the brand and the people behind it.<\/p>\n\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n

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    \n\t\t\t\t\tWhy the name Herold<\/span>\n\t\t\t\t
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    The bakery inherited its name from the knight Herold.<\/h2>\n\n\t\t\t<\/div>\n\t\t\t
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    It was he who granted the miller\u2019s right to the village of Heroltice, where the mill is located. Herold laid down his shield as he no longer needed to defend himself. With the help of graphics and friendly copy, we gave him a more pleasant appearance. Herold serves as a persona that reminds us
    \nof the origins of the milling tradition. He is a guardian of quality, and at the same time, he makes a welcoming impression. In addition to him, we also use an element of the crest (not the shield) with grain spikes and the initial \u201cH\u201d<\/p>\n\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n

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    \n\t\t\t\t\tWater to the Mill<\/span>\n\t\t\t\t
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    Without water, there\u2019s no milling.<\/h2>\n\n\t\t\t<\/div>\n\t\t\t
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    The visual identity was previously dominated by dark brown and gold. These colors evoke luxury, and that does not align with the brand\u2019s personality. We have started using beige, white, dark blue, and chocolate colors. Beige symbolizes wheat stalks and bread with a crispy crust. White represents flour. Chocolate colors stand for sweet pastries and desserts. And dark blue signifies water, which is indispensable for the mill.<\/p>\n

    We use a legible serif font in the logo because it fits well with the traditional brand. As another headline font, we have chosen Berkshire Swash. It is more rounded and flowing, just like Herold\u2019s baked goods. For regular text, we use the Raleway font.<\/p>\n\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n

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    \n \"\"\n <\/div>\n <\/div>\n<\/div>\n\n\n
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    \n\t\t\t\t\tphotography<\/span>\n\t\t\t\t
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    2 Days of Photoshooting,
    \n12 Hours Each<\/h2>\n\n\t\t\t<\/div>\n\t\t\t
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    Photography was also part of the project. We needed materials for the B2B product catalog, key visuals, and posters placed in stores. We took care of everything, including food styling. During 2 days
    \nof shooting, we managed to capture a total of 34 image shots and 102 product photos.<\/p>\n\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n

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    \n\t\t\t\t\tApplications<\/span>\n\t\t\t\t
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    A Full Plate of Applications<\/h2>\n\n\t\t\t<\/div>\n\t\t\t
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    We designed more than 24 different applications, primarily meant for offline. A significant portion consists of packaging and in-store materials.
    \nWe created universal packaging, as well as specificly designed pieces for bread, pastries, cakes,
    \nand sandwiches. We also handled signage, store windows, and printed materials such as name tags, loyalty cards, and employee attire. Take a look at the results. And let\u2019s not forget, you can enjoy sourdough bread and cottage cheese cakes at one of the nine shops in Brno, Slavkov, and Kyjov.<\/p>\n\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n

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    \n\t\t\t\t\tPrint<\/span>\n\t\t\t\t
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    It is the knight Herold himself
    \nwho talks to the customers.<\/h2>\n\n\t\t\t<\/div>\n\t\t\t
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    Thanks to the uniform visual style we have set in the brand book, even elements such as employee t-shirts and promotional banners harmonize with each other. Thus, the entire brand comes across as unified.<\/p>\n

    In selected applications, such as packaging materials, employee attire, or the loyalty program flyer, the knight himself has something to say.
    \nHis simple taglines contribute to the brand\u2019s tone.<\/p>\n\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n

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    \n\t\t\t\t\tTradition<\/span>\n\t\t\t\t
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    Strength lies
    \nin simplicity.<\/h2>\n\n\t\t\t<\/div>\n\t\t\t
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    We see too many overly complicated visuals around us \u2013 and bakeries are no exception. Herold is different. We knew that an idea of a car with a picture of a baker at work definitely won\u2019t be the direction
    \nwe wanted to take. We bet on a simple design, acknowledging tradition and building around
    \nthe figure of the knight. Likewise, the shopping windows are clean and highlight Herold\u2019s messages. \u201cEnjoy today,\u201d he bids his farewell to the customers.<\/p>\n\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n

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    \n\t \"\"\n\t <\/div>\n\t <\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n<\/div>","protected":false},"featured_media":3560,"template":"","case_study_categories":[42],"class_list":["post-5216","case_study","type-case_study","status-publish","has-post-thumbnail","hentry","case_study_categories-gastronomy"],"acf":[],"_links":{"self":[{"href":"https:\/\/justmighty.cz\/en\/wp-json\/wp\/v2\/case_study\/5216","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/justmighty.cz\/en\/wp-json\/wp\/v2\/case_study"}],"about":[{"href":"https:\/\/justmighty.cz\/en\/wp-json\/wp\/v2\/types\/case_study"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/justmighty.cz\/en\/wp-json\/wp\/v2\/media\/3560"}],"wp:attachment":[{"href":"https:\/\/justmighty.cz\/en\/wp-json\/wp\/v2\/media?parent=5216"}],"wp:term":[{"taxonomy":"case_study_categories","embeddable":true,"href":"https:\/\/justmighty.cz\/en\/wp-json\/wp\/v2\/case_study_categories?post=5216"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}