Hermann Bahlsen was "Findig im finden" (forward-looking in terms of inspiration and new ideas). At the beginning of the 20th century, he not only established new recipes, production methods and German words ("keks" was derived from the English “cakes”), but also operated one of the most innovative brand presences in German consumer history. Hermann Bahlsen was the first to work with contemporary artists for targeted marketing. These origins and the family idea are deeply rooted in the mindset and attitude of the company, but the previous corporate design did not reflect this.

Typography has become a key element of the brand communication. The special characters, such as umlauts, make the writing so characteristic. The rounded corners, the wide hallmarks and the unusual diacritical characters are striking. The special: Move back with narrow line spacing the dots of the capitals under the cap line of the glyph. The special characters of different languages were designed especially for Bahlsen Grotesk. This is how the brand THE BAHLSEN FAMILY is carried around the world. Then we thought: Why don't we turn visual enjoyment into a culinary one? Thanks to a master baker the world's first baked brand font was developed. In order to complete this special edition of baked typography we also created a unique packaging: The type case. Its embossed tinplate can with the TET symbol as seal is handmade and the typo cookies are additionally protected by an insert made of tissue paper.