In their own words
She was exceptionally good at calibrating exactly how much imperfection is right.
Three tools, kept deliberately singular so everything else can flex around them.
The answer was in the middle of the spectrum, where the griffin balanced classical heritage with industrial precision.
Sol Hess was born, lived, worked and died in Philadelphia.
The real challenge, beneath all the tactical requests, was maintaining soul at scale – preserving Hart’s unique character while building a strong and flexible visual framework for years of continued growth.
The typeface serves as a foil for Hart’s more expressive elements, providing the systematic foundation that allows the hand-drawn logos, baker’s marks, illustrations and patterns to feel considered.
By combining it with Richard’s personal tattoo, we created a unique symbol that honoured craft while being unmistakably Hart’s own.
Each brand is like a restaurant.
Articles & interviews
- Gretel draws Finer Sounds’ identity by hand with a felt-tip pen
Gretel created a hand-drawn brand identity for Finer Sounds, a curated vinyl and audio shop at Ace Hotel Brooklyn. The design, led by Suyoung Yang and directed by Ryan Moore, centers on a 'naive line' aesthetic drawn with a felt-tip pen to evoke approachable sophistication. The identity balances looseness and structure through a tight system of blue, Ivory Mono type, and hand-rendered marks.
- Frontify presents: How Gretel and Philadelphia Art Museum navigated change
The Brand Identity’s feature, presented by Frontify, explores Gretel’s rebrand of the Philadelphia Art Museum. The project modernises the institution’s identity while embracing Philadelphia’s vernacular culture, culminating in a redrawn griffin logo and custom Fairmount Serif typeface. The collaboration highlights strategic alignment, cultural immersion, and a shared ambition to make the museum more accessible and locally resonant.
- "Gretel Expands Hart Bageri’s Craft Identity to Over 10 Locations"
Gretel has evolved Hart Bageri’s identity to scale across more than ten locations, maintaining the bakery’s handcrafted spirit while introducing a flexible visual system. The rebrand introduces a tiered color palette, a new typeface (Basel Grotesk Mono), and a library of analog logos inspired by founder Richard Hart’s tattoo. Collaborations with illustrator Bráulio Amado and photographer Martin Kaufmann reinforce the brand’s artisanal, human-centered ethos.
- Presented by Brandpad: how to manage your portfolio of brands, with North, Matchstic and Gretel
The Brand Identity’s interview, presented by Brandpad, explores how leading studios North, Matchstic, and Gretel manage their portfolios of brands after project completion. Designers discuss strategies for brand handoffs, maintaining consistency, and building flexible systems that evolve with clients’ needs. The conversation highlights the importance of digital tools, clear guidelines, and collaborative relationships in sustaining brand integrity.