72H is the new artisanal bakehouse by ERGON, drawing on the mastery of flavors and aesthetics of the brand. Loaves of homemade sourdough rest for seventy-two hours and are then skillfully kneaded and baked to achieve the perfect blend of crunchiness and doughy softness. Following the traditional way, 72H goes “analog” in terms of philosophy and methods, while its baked goods come wrapped in packaging with a clear technological style. Inviting customers to delve into the taste, texture, and pure delicacy of real artisanal bread, 72H’s brand image attempts to explore the boundaries between analog and technology. “The baked goods are rendered in pixels and all the packaging and body text are presented in a monospaced font full of technological aesthetic references”, says the Boo Republic design team. Using contemporary illustrations, the design manifests traditional baked goods, as seen from a modern perspective.
Boo Republic designs brand identity for 72H artisanal bakehouse in Thessaloniki, bridging technology and tradition
Photography by Jorge Donios / Olga Deikou