Ole & Steen Taking Denmark’s favourite bakery to London, New York and beyond.

Lagkagehuset is Denmark’s most famous bakery, serving the Danes the finest breads each and every morning for over 30 years. With ambitious plans to expand globally, the brand needed not only a new name that could be easily pronounced, but also a refreshed customer experience that would resonate in London, New York, and beyond.

Otherway was commissioned to explore the growth potential and create a new brand that would be able to thrive on the global stage. And so, Ole & Steen was born.

Working closely with the team, we uncovered and defined the brand’s purpose and values. To help them connect with a new audience, we distilled the brand down to a simple truth: the celebration of simple things, made well.

Influenced by Danish design principles, we developed a new vision for what a bakery could look and feel like. We collaborated with Nootype Foundry in Switzerland to create a custom logotype based on the Radikal typeface, with unique geometric sans-serif touches. This evolved into a full brand font, which also accommodates the Danish language, allowing for the brand voice to carry a distinctive, local tone.

As a symbol of handcrafted quality, we reimagined the traditional kringle — a Danish bakery symbol — and adapted it to create a unique brand marque, to be used across every storefront and product.

To add warmth and personality to the brand’s world, contrasting with the pared-back simplicity of the design, we worked with illustrator Luis Mendo to bring the social and human aspects of the brand to life. His work, which he describes as ‘digital analog’, evokes tactile warmth and invites a sense of connection.

After launching in St James, London, we went on to influence every aspect of the brand experience, from interiors to packaging, and from art direction to digital. We helped grow the new brand across London, launched it in New York, and also developed an employee engagement programme to inspire the next generation of bakers.