Thelins Konditori


Digital, Identity, Packaging, Print

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Elegant visual brand identity for bakery Thelins.

Thelins that are known for their tasty selection of pastries and bread and friendly service, has been a Stockholm institution since the 1920’s. Lobby Design was asked to create a visual identity, web and packaging experience that would highlight their top quality assortment and decades of experience, but still feel fresh and modern. The result is a striking identity that turns heads and gives Thelins the premium look they deserve.

We wanted to find the perfect balance between vintage and new, a feel of an classic patisserie but with a modern touch. We also wanted the identity to be a real showstopper and created a striking graphic pattern in black and white with details in gold. The original logo was kept but we changed the color to gold and boxed it with a gold frame. We wanted the fonts to feel both modern and classic and chose a classic antikva together with a modern linear.

We also created a website including a webshop that made a range of Thelins products available online for the first time.

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