Feiner Herr: A Refreshing Blend of Tradition and Innovation

Designers Hojin Kang and Sebastian Haus Redefine Pancake Tradition with Modern Twist

The design inspiration for Feiner Herr came from the desire to break market rules and create an identity that would represent more than just the product and philosophy. The designers studied traditional design and graphic approaches, as well as linguistic specifics, and combined these elements with the pancake recipes themselves. The result is a new take on traditional pancakes, where tradition meets zeitgeist.

Feiner Herr's unique properties are evident in its name, which is an old German description literally meaning a gentleman who creates tasty things, to the craft. The contemporary translation of ornamental tiles allows for a variable use and consistent reinterpretation of the concept. The design realization technology used for this project is a mix of classic craft and illustration, printing on real floor tiles, digital design, and handmade stamps.

The Feiner Herr identity is represented through many different supports. Classical print techniques, social media, online formats such as GIFs, and vehicle painting have been used to roll out the design and create attention around both the brand and product. The design has been so well-received that it led to the opening of the official Feiner Herr Cafe called Cafe Feiner Hubert, under its original branding.

The food truck project started in summer 2016 and was launched in early 2017 in Berlin. In spring 2017, Feiner Herr opened the first immobile doors: the Cafe Feiner Hubert. The design research for this project involved studying designs from the era when Feiner Herr was still commonly used in German. The result is a flexible concept that is easy to roll out, mixing design elements with elements taken from the product itself, based on ingredients and recipes.

The designers faced challenges in finding new perspectives in the booming industry of food-trucks that are refreshing, credible, and embody and sell the product. They also had to develop a creative language that is traditional in its core, but is understood in a non-traditional and international surrounding as Berlin. Despite these challenges, the Feiner Herr corporate identity, like the product itself, is a redefinition of tradition with a modern twist. The visual language is based on early 20th century design elements, contemporarily and minimalistically interpreted.

The Feiner Herr project was awarded Silver in A' Graphics, Illustration and Visual Communication Design Award in 2018. This prestigious award is rewarded to top-of-the-line, creative, and professionally remarkable designs that illustrate outstanding expertise and innovation. These designs, admired for their strong technical characteristics and splendid artistic skill, showcase a remarkable level of excellence and introduce positive feelings, amazement, and wonder.