Bäckerei Zöttl

“90 Jahre Brotzeit” anniversary campaign


Overall concept development

Logo and visual identity

Concept development and copy

Image research


The task 
Bäckerei Zöttl is a venerable family-owned business with over 40 locations in Munich. Zeichen & Wunder updated the visual identity of the 150-year old bread maker and translated its passion for baking into the striking tagline “täglich Brot“ (“daily bread”).
This year, Zöttl hired Zeichen & Wunder to develop an anniversary campaign for this popular company, known for its high standards of quality – to celebrate a major milestone, the bakery’s 90th birthday.
Und dieses Jubiläum gilt es zu feiern!

Our idea

Zeichen & Wunder developed the tagline “90 Jahre Brotzeit“ (“90 years of snack time”), which serves as the inspiration for the entire anniversary campaign. The overarching communication concept shows images from nine decades of bread-making history. Real motifs from the private photo collections of Zöttl employees reinforce the idea that snack time is the nicest meal of the day.


A wide variety of anniversary activities celebrate the birthday at the individual locations. Large posters featuring snack motifs emotionally appeal to Zöttl customers. Bread bags, wrapping paper and employee buttons feature the newly designed anniversary seal. We also designed postcards, anniversary stickers, cloth bags, a unique bread form for our anniversary bread, and anniversary eye-catchers for picture frames and on vehicles. There’s not much more we can do to say congratulations!

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