The hands behind the handcraft

A baker in a blue coat labeled “Stora” cracks an egg into a large mixing bowl behind a window with a glowing neon bakery sign.

The last thing Stockholm needed was another sourdough bakery. But when a space with a baking legacy dating back to the 1600s was revived, it called for something extraordinary. The concept was grounded in true craftsmanship, premium ingredients, and a European-inspired aesthetic. To stand out, the identity had to celebrate the artistry of baking in a way that felt fresh and bold. We focused on the hand—a timeless symbol of one of humanity’s oldest crafts. Baking is human, tactile, and precise. It’s about skilled hands kneading, shaping, and decorating day after day. That idea became the foundation of the visual identity: expressive illustrations of hands in motion, capturing the genuine, slightly rebellious spirit of the bakery—honest, humorous, and approachable. The interior reflects this duality. On one side is the bakery itself—clean, industrial, and precise, with stainless steel and white flat tiles. On the other side is the customer space—raw, warm, and tactile, with handmade ceramic tiles and benches of thick, untreated pine. Together, they embody the balance between technical skill and handcrafted soul. Design inspiration came from porcelain detailing and the aesthetics of old flour sacks. A crisp white base paired with cobalt blue created a timeless yet lively look. The hand illustrations became central to the brand and quickly sparked demand for merchandise. Today, that iconic blue hand shows up across social media and on the streets of Stockholm. A modern take on tradition—crafted to connect with a trend-aware audience.

A plastic cup with iced coffee, a slice of bread, and a glass of water are served on a metal tray on a white table.
Close-up of a person wearing a blue apron with a white hand making an OK gesture printed on the chest.
A hand holding a blade scores patterns into floured bread dough on a metal surface dusted with flour.
A white-framed poster showing a purple hand making a peace sign leans against a shelf filled with packaging materials.
A white and blue box with a hand symbol and the text “Stora Bageriet” sits under a tray with freshly baked croissants.
A person wearing a beige cap with a blue hand symbol takes a bite of a glossy cinnamon bun next to a cup of black coffee.
A cream-colored tote bag with a blue hand symbol showing the middle finger leans against a wall with baguettes sticking out.
A person rolling dough wears a white t-shirt printed with a recipe for cinnamon buns and a blue OK hand symbol.
Two hands press and fold soft bread dough on a floured metal table surrounded by other dough pieces.
Two croissants peek out of paper bags printed with bold blue hand symbols showing different gestures.
A smartphone displays Stora Bageriet’s webshop featuring branded caps, placed beside a plate with buttered toast.
Paper bags with purple hand symbols and “Stora” stickers are displayed next to a loaf of bread, milk bottles, and a branded coffee cup.
Slices of seed crispbread are sealed in transparent bags with purple labels featuring a white OK hand symbol.
View of Stora Bageriet’s café interior with coffee machines, branded cups, baked goods, posters, and a neon hand sign in the window.
A folded paper shows a black and white floor plan of the Stora Bageriet café, placed against a blue background.
Close-up of a bench made of pale wood with a cushion top secured by black textile straps, set against a wall of red bricks.
A detailed view of a recycled bench cushion with a black strap securing it to the wooden seat underneath.
A folded paper shows detailed technical drawings and dimensions of a bench, including front, side, and top views.
A flat lay shows selected materials including bricks, wood, textile, metal, paint samples, and a bold blue faucet, arranged on a neutral background.
A woman works on a laptop along a tiled wall in Stora Bageriet’s café, with visible kitchen equipment, benches, menu board, and posters featuring hand symbols.