The brand concept is to reposition the company as modern and forward-looking. The bakery is trying to separate itself from its traditional role and prepare the way for the future. The branding is distinguished by the clarity of its design, which allows for maximum anchoring in the minds of consumers. The visual O in the trademark not only represents part of the name "MOLL", it also mimics the form of one of the bakery's main products – a ciabatta loaf.