As part of the new Brand Identity for Bahlsen Family, design agency Mutabor commissioned a custom font to complement their typographic-driven solution making the custom font one of the main pillars of the new branding.

The visual concept for the typeface is based on revitalising Bahlsens heritage by drawing inspiration from advertising posters tracing back to the brand’s roots in the early 20th century.

In 2021 Auge Design followed up with a redesign of the packaging and other consumer touch points.