Craig & Karl creates new identity for Berlin trend show, Bread & Butter

Creative duo Craig & Karl has developed a new identity for Bread & Butter, the Berlin-based fashion trade show. The show has just been relaunched as a “trend show” by online retailer Zalando and opened this weekend to the public in a bid to “empower consumers to personally engage with fashion brands”. 


The theme for the event is Now and Craig & Karl were tasked with visualising this notion through the identity and accompanying graphics. The duo says: “The idea of Now is very broad and eclectic. By its very nature it’s in a state of flux. It’s dynamic and perhaps a little disruptive so our aim was to develop an unfixed approach that allows for multiple permutations and deliver an identity that is playful, personable and adaptable. We wanted it to feel fresh and fun – an escape from convention that is engaging and not predictable."

In an array of vibrant and bold colours, an “emoji-style language” has been created made up of icons and graphics developed specially for the event. The characters and icons integrate fashion, music, food and the city of Berlin into the branding. Typical of Craig & Karl’s style, the identity is flexible, meaning the artwork can be “pulled apart and rearranged in myriad ways”, allowing it to be tailored to suit both medium and audience.  

A key part of the branding is a double ampersand cast in contrasting colours to “encapsulate the concept of an ever-evolving now”. Craig & Karl say the flourish references the democratic and inclusive approach of the event. “It’s no longer exclusive to industry insiders, it’s now Bread & Butter & you, the public.” 

The space for the event was overseen by creative agency Kemmler and Kemmler, who worked with Craig & Karl, alongside Bread & Butter to translate the graphics into various installations including an inflatable playground and sculptural pieces of the double ampersand.