ABOUT ME
I started my career in the world of design, print and media production – but my professional journey has taken me far beyond that. From media design and production coordination to sales and site management, I learned to look at projects as a whole. Understanding customer needs, developing solutions, improving processes and turning ideas into reality – this combination has shaped the way I work ever since. Along the way, I continuously expanded my skills into new areas, including digitalization, web, marketing, IT and process optimization. Not simply because these were part of my job description, but because I am curious about how things work – and how they can be improved. Today, I combine my experience in design and print with sales, technology and digital thinking. I enjoy working at the intersection of creativity and technology, especially when an initial idea develops into a thoughtful solution that actually works. What drives me? Curiosity, creativity and the ambition to think things through from idea to execution.
Resume
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Selected Project "Bäckerei Schoop"
Brand Identity · Logo Redesign · Packaging Design
A traditional bakery identity, freshly reimagined.
Bäckerei Schoop is a traditional bakery with a history dating back to 1923. The goal of the project was to modernise its visual identity while preserving the familiar character, craftsmanship and heritage associated with the brand.
Client: Bäckerei Schoop
Industry: Bakery & Food
Work: Logo Redesign, Visual Identity, Packaging Design, Brand Applications
Starting with the existing identity
Bäckerei Schoop is a traditional bakery with a history dating back to 1923. The goal of the project was to modernise its visual identity while preserving the familiar character, craftsmanship and heritage associated with the brand.
Preserving what makes the brand familiar
Rather than replacing the identity completely, recognisable elements from the previous logo were reinterpreted. The bakery name, the founding year and the wheat symbols were retained, while a pretzel was integrated directly into the wordmark. A new circular composition gives the logo a more distinctive and flexible form.
Rooted in craftsmanship
The visual direction was inspired by traditional baking, natural ingredients and the atmosphere of a local bakery.
Bread, grain, coffee, warm materials and authentic craftsmanship form the visual foundation of the identity.
The imagery combines natural textures with warm light and close-up details, creating a brand world that feels familiar, handcrafted and welcoming.
Built for different applications
The redesigned logo was developed as a flexible system rather than a single fixed mark. Full-colour, single-colour, reversed and black-and-white versions ensure that the identity remains recognisable across packaging, clothing, signage and digital media.
A defined clear space protects the logo from competing elements and ensures consistent visibility at different sizes.
A warm and natural colour palette
Warm brown and hazelnut tones reflect baked products, natural ingredients and traditional craftsmanship. Caramel brown adds warmth to packaging and applications, while fresh green provides a contrasting accent associated with freshness and natural ingredients.
Taking the identity into everyday products
The identity was extended across different packaging formats. Natural paper, warm neutral colours and repeating graphic elements connect the applications with the handcrafted character of the bakery.
Celebrating 100 years of craftsmanship
The identity was extended across different packaging formats. Natural paper, warm neutral colours and repeating graphic elements connect the applications with the handcrafted character of the bakery.
