craig & karl build a bold brand for berlin's bread & butter trend show

craig & karl have realized a new identity design for bread & butter — a berlin-based ‘trend show’ that empowers consumers to personally engage with fashion brands. presented by online retailer zalando and opened to the public for the first time, the event features exclusive showcases by marni and NIKE, with music curated by boiler room and a performance by ASAP rocky.

all images by thilo ross

with the theme of the event as ‘now’, craig & karl were tasked to develop a bold approach to the identity and graphic design. the core branding comprises a double ampersand, segmented together in a clash of styles to encapsulate the concept of an ever evolving ‘now’. an emoji-style language was developed especially for the event, blending elements of fashion, music, food and the city of berlin. appearing in various combinations on everything from campaign imagery to the website, the icons bring an essential liveliness and diversity to the identity as a whole.

‘the idea for the double ampersand came out of one of our initial conversations with the client,’ craig & karl describe. ‘it references the democratic and inclusive approach of the event—that it’s no longer exclusive to industry insiders, it’s now bread & butter & you, the public. equally, it has a memorable esoteric quality that we all found really appealing regardless of its intended meaning. the idea going forward is that the style and composition of the ampersands will change to suit each new theme.’

the concept for the event space was overseen by the creative agency kemmler kemmler, who worked with craig & karl, alongside the internal bread & butter team, to translate the graphics into numerous architectural and sculptural installations, creating an immersive and integrated experience for visitors. 

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