Tradition meets zeitgeist, an outstanding corporate identity designed by Hojin Kang and Sebastian Haus for Yannick Pfeiffer’s food truck, Feiner Herr.

At the end of 2016, Yannick Pfeiffer’s vision became reality: a food truck for a new kind of pancakes. Somewhere between tradition and innovation, street food and gastronomy. To stand out on a saturated market, Hojin Kang and Sebastian Haus were asked to create an identity that would achieve more than just the representation of the product and philosophy. Please read more below.

Feiner Herr – corporate identity by Hojin Kang and Sebastian Haus.
Feiner Herr – corporate identity by Hojin Kang and Sebastian Haus.

They did translate the food-concept – a new take on traditional pancakes – to their corporate design concept in order to build an integrated identity where tradition meets zeitgeist. Through the modern-minimalist interpretation of Art-Déco elements, an original and timeless design was born. The contemporary translation of ornamental tiles, based on pancake recipes, allows a variable use and consistent reinterpretation of our design concept – just like the product itself. Furthermore, the concept is framed by the naming. Planning on an upcoming expansion of the business, they already decided to create a brand naming in two parts: Pancake Moderne, as part of the umbrella brand Feiner Herr.

Feiner Herr - Logo design.
Feiner Herr – Logo design.
Super delicious pancakes.
Super delicious pancakes.
Yannick Pfeiffer in his food truck.
Yannick Pfeiffer in his food truck.
Tradition meets zeitgeist.
Tradition meets zeitgeist.
Modern, minimalist interpretation of Art-Déco elements.
Modern, minimalist interpretation of Art-Déco elements.
Business cards.
Business cards.
Ornamental tiles based on pancake recipes.
Ornamental tiles based on pancake recipes.

All images © by Hojin Kang and Sebastian Haus. Photography by Johannes Höller.

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