Buchegger — Brand Applications
Megi Zeqo
Buchegger is an established Austrian bakery with a visual identity built around craftsmanship, warmth, and regional character.
I applied that existing system across customer loyalty, recruitment, B2B marketing, and a mobile bakery van. Each touchpoint called for a different balance of hierarchy, imagery, messaging, and scale, while remaining recognizably Buchegger.
Scope: Loyalty programme materials · Recruitment creative · B2B communication · Vehicle graphic layout
The Challenge
A loyalty programme needed to be simple and intuitive. Recruitment communication needed to feel immediate and engaging. B2B material required more information and credibility. The mobile bakery van needed the brand to work at a completely different physical scale.
The task was to make every piece suit its context without losing the visual connection to Buchegger.
Customer Loyalty
Making the loyalty experience clear and easy to understand
For Buchegger’s customer loyalty programme, I designed materials that made the system easy to understand while keeping the communication warm, product-focused, and consistent with the existing brand.
The main flyer introduces the programme around the simple “€1 = 1 point” mechanic and guides customers through collecting and redeeming points. It also explains rewards, birthday benefits, point-balance checks, and digital card use through Apple Wallet or Google Wallet.
The supporting loyalty card carries the same visual language into a much smaller format, combining Buchegger’s existing identity with bakery photography and QR functionality.
The goal was to make the programme feel like a natural extension of the bakery experience rather than a separate technical system.
Recruitment Campaign
Adapting the brand for employer communication
Recruitment creative — Bäckermeister (m/w/d), designed within Buchegger’s existing visual identity.
For Buchegger’s recruitment communication, I created a more energetic and people-focused application of the existing visual identity.
The Bäckermeister creative uses a strong central portrait and oversized bread imagery to create an immediate visual hook, while supporting benefit cards communicate key employment advantages in a quick, scannable way.
The job title carries strong visual weight, and the QR code creates a direct path from the creative to the application process.
Attention → Benefits → Role → Application
The result feels contemporary and recruitment-focused while remaining visually connected to Buchegger.
Mobile Bakery Van
Backkunst. Unterwegs.
Translating an existing brand system into a large-format application
The mobile bakery van required the Buchegger identity to work at a completely different scale.
I was provided with the existing brand assets and illustrations. My responsibility was to translate those elements into the final vehicle design, developing the composition, scale, hierarchy, and placement across its surfaces.
The layout responded to the structure of the vehicle, including doors, openings, panels, and functional areas, while creating a coherent experience from different viewing angles.
One side uses the consumer-facing message “Bestes Buchegger Gebäck,” while the service side introduces the mobile bakery concept through “Backkunst. Unterwegs.” Additional messaging including “Mehr als Brot. Ein Versprechen.”, contact information, and QR-based location communication is integrated throughout the vehicle.
The supplied production artwork was developed across multiple views at a 1:10 scale, allowing the graphics to be positioned consistently across the final physical application.
The vehicle works in several states: as a branded object while driving, as advertising while parked, and as a functioning point of sale when the service side is open.
B2B Communication
Adapting the visual language for a professional audience
For Buchegger’s gastronomy communication, the tone needed to shift again.
Rather than speaking to retail customers or potential employees, this piece speaks directly to hospitality businesses and positions Buchegger as a bakery partner for gastronomy.
The design balances a strong headline with more detailed supporting information, product imagery, customer references, testimonial content, and a direct consultation CTA.
The visual hierarchy is more editorial and information-driven, while still using the established Buchegger colors, typography, and bakery imagery.
Outcome
One established identity, applied where it needs to work
This collection shows how an existing brand system can adapt without becoming repetitive. The loyalty communication is lighter and informational. The recruitment campaign is energetic and people-led. The gastronomy material is editorial and credibility-focused. The vehicle application becomes bolder because of its physical scale and viewing distance.
From a loyalty card held in a customer’s hand to a mobile bakery seen from across the street, every format required its own approach to scale, hierarchy, and communication. Together, the work demonstrates my approach to established brands: respecting what already works, then adapting it thoughtfully to new contexts.
My Role
Graphic Design · Layout Design · Brand Application · Print Design · Recruitment Creative · Vehicle Graphic Layout
Existing Brand
Buchegger visual identity, logo, and established brand assets
Vehicle Project
Existing illustrations and visual assets were supplied. My role covered layout, adaptation, and application across the vehicle format.
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Posted Sep 10, 2026
Brand application design for Buchegger across loyalty, recruitment, B2B communication, and large-format vehicle graphics, adapting one established identity to each real-world context.
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Clients
Aramaz Digital
