Home of the Baker's Percentage
Mjøl (Norwegian for 'Flour') is a craft bakeryfounded to showcase the art of baking and challenge the chain bakeries thathave flooded Oslo. Mjøl aims to provide an exceptional alternative, provingthat true craftsmanship is worth the few extra cents. We wanted the identity tocelebrate the bakers who work around the clock to provide exceptional bakedgoods every day. This identity has become a living tool for Mjøl, offering astrong foundation to communicate their unique craftsmanship, expertise, and lovefor the art of baking.
Deliveries
Brand strategy
Brand identity
Packaging
"Baker's percentage" is a baking formula where flour is 100%, and other ingredients are measured as a percentage of the flour.
When the logo appears static, there is only Mjøl (100% flour) in the logo. The logo then reacts as ingredients from their signature recipes are added. Mjøl wants customers to bring identity applications with them, and experiment with the recipes and baker's percentages at home.
Photos by Marthe Thu.
Photos by Marthe Thu.
'Mjøl' means flour. 'Sukker' means sugar. 'Salt' means salt. 'Gjær' means yeast. 'Mjølk' means milk. 'Vatn' means water. 'Meierismør' means dairy butter.
"Baker's percentage" are translated into a line diagram — which is then developed into a design system for typography. The typography communicates Mjøl's recipes and becomes a starting point for customers to talk about them.
The doodles aim to add a human touch to the technical system. Raw, unfiltered photography echoes the authenticity of Mjøl.
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"Mjøl is a small artisanal bakery with a passion for the art of baking, and this is evident in this delightful identity. We appreciate how the rather conceptual and mathematical idea actually produces a result that evokes a feeling of doughy, soft playfulness through typography. The graph paper and its aesthetic qualities are refined, giving a sense of craftsmanship without resorting to the obvious category clichés. The unconventional interpretation and presentation of recipes and baked goods create an identity that truly charmed the jury."— Mjøl was awarded Gold at the Norwegian National Design Awards, Visuelt, 2024.
