Leibniz Rebrand 2022

Leibniz is Bahlsen's butter biscuit brand, made since Hermann Bahlsen created the Butterkeks in 1891. It needed to reach a new generation of children and young families without losing its standing or becoming a museum piece, while six ranges had to read as one family on the shelf. Auge's 2022 identity starts from the biscuit itself, treating the product as the brand so Leibniz feels freshly baked rather than redesigned.