Bahlsen has been around for 130 years. Its new umbrella brand needed to express the values of timelessness and the beauty of tradition but also introduce something new about the brand. The founder Hermann Bahlsen had created one of the most innovative brand presences in consumer history. The TET quality seal designed under his helm makes a return appearance in the new trademark that uses the Bahlsen Grotesk font, based on handwritten typography of the 20s. Each letter and symbol has been individually proportioned. The result is an iconic typeface and design element that communicates independence and tasty flavor.