Bahlsen has been around for 130 years. The new umbrella brand should express these attributes: timeless, traditional in the best sense while at the same time bringing something new into the world. The founder Hermann Bahlsen ran one of the most innovative brand presences in consumer history. The TET quality seal then developed returns as the new trademark, and the Bahlsen Grotesk is based on handwritten typography of the 1920s. Each letter, each character was individually proportioned. The result is a characteristic typeface as an independent – and even tasty – design element.