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We spent all of 2025 refining Bakery Bakery to reflect who we are and what we stand for. This was not just about updating our look. We clarified our values, our voice, and our strategy to create a brand that is simple, fun, and unmistakably us. We have kept the recognition our customers know, but now we are even harder to miss.
You may have seen articles about us dropping “vegan” from our logo. We want to be clear. Of course we are vegan. We care, we challenge, and we take responsibility in everything we do.
This transformation has been a true team effort. In-house, Saba Sandahl, Kevin Schmid, and Lycra were involved every step of the way. We worked with SNASK and Freddie Öst in Stockholm on a playful and clear new logo and brand strategy. Maurice Friedrich built the illustration base, and Lukas Petko turned it into our signature packaging pattern, with Adriana Fabbricatore, our in-house graphic designer, adding the finishing touches that make it feel like us.
Over the coming months, you will start seeing the refreshed Bakery Bakery in stores. We will continue to push what it means to be a bakery and to improve everything we do.
Thank you to everyone who helped us get here. This is just the beginning.
Bakery Bakery: so good you have to say it twice.
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