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The dynamic identity for the organic bakery and brewery “helldunkel” (lightdark) is based on different elements. It tells a story about cereal grains, which their homemade beer and bread both have in common. The three stages from seeds to grain ears and mill production are shown as icons and modules, which are variably combined as patterns based on simple triangles. This principle is inspired by the company’s philosophy: creating new recipes from simple but high quality ingredients by traditional preparation methods and original ideas. Materials such as wood and stoneware link tradition and modern spirit.