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Brot am Haken / Corporate Design

Brot am Haken
Brot am Haken

Discipline: Communication

Discipline: Communication

The idea behind the "Brot am Haken" (bread on the hook) campaign is to buy two items in a food store but to take home only one of them and to place the second on a symbolic hook as a "voucher." This second item may be picked up free of charge by a person in need. The idea to share with others in a simple, direct and respectful way was the starting point for the foundation of the "Brot am Haken" association. Sherpa designed the corporate identity accompanied by communication instruments and a basic set of materials to explain the idea and attract attention.

  • TARGET GROUPS Consumer / User, Trade / Industry


  • DEVELOPMENT TIME up to 12 months


When you participate in the ‘Brot am Haken’ (bread on a hook) initiative, you buy two products at a grocery store, but you only take one of them home. In the form of a voucher, the other one is symbolically put on a hook and can be taken away by someone in need. Besides the beauty of the idea itself, this social project stands out thanks to its attractive and clear design language that communicates a warm and inviting identity. The jury was won over by the modern design, the perfect choice of material and the lovingly executed application: an important project that sets an example at a time where many people experience hardship.
The iF jury
Client / Manufacturer

Brot am Haken e. V.

Brot am Haken e. V.
München, Germany


Sherpa Design

Sherpa Design GmbH
Hamburg, Germany

Thilo Schinkel

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