BRUTAL

Brand IdentityPackagingMotionFood & Drink

Soft letters in a hard room, for a sourdough bakery in Copenhagen.

2026 · Copenhagen

BRUTAL is a sourdough bakery in Copenhagen with raw concrete walls and a steel counter. The logo goes the other way: soft lowercase letters that lean forward and look like dough on its second rise.

The BRUTAL wordmark in chrome on a concrete grey gradient, with the line concrete, steel, fire and flour.
A BRUTAL poster in a lightbox on the quay in Nyhavn, Copenhagen, on a grey morning: Baked at three. Gone by noon. A cyclist passes in a blur.
A baker in a coral shirt stretching dough beside the line Proofed, not drawn. on dark walnut.
A hand with silver rings holding a kraft bread bag stamped with the BRUTAL logo in brown ink.
A long baguette held across a floury coral shirt.

The r and the u are drawn as one piece, the way two loaves join in the tin. On the poster the logo rises the way the dough does overnight, from the mix at midnight to the loaf at noon, until it is so round that the letters almost disappear.

The BRUTAL wordmark rising in three stages, mix, proof and risen, on a coral gradient.
A baker holding a round sourdough loaf against her cheek, with the line Hard room. Soft bread.
Close-up of a floured sourdough crust: 48 h cold proof, the first bake at 03:00, one oven.
A baker crouching in chrome sunglasses with a baguette in front of the large BRUTAL wordmark: Sharp edges. Soft inside.

Concrete, chrome and dark walnut come from the shop itself. Coral is the only warm colour, kept for the baker's shirt and the light behind the logo. Headlines are set in a serif and the small print in a monospaced face. The lines stay short: Baked at three. Gone by noon.

The BRUTAL palette: concrete, chrome, dark wood and coral.
The BRUTAL wordmark cut out of a photograph of the coral shirt and a baguette, on concrete grey.

Bags are stamped by hand in brown ink. On the bread the logo is sifted in flour through a stencil just before it goes into the oven.

A sourdough loaf on a concrete slab with the BRUTAL logo dusted in flour, a hand sprinkling more from above.
The BRUTAL wordmark at 100, 75, 50 and 25 percent.
All workNext projectAura Seat