Xinyuan Qu

Graphic Design & Typeface Design
Brooklyn, New York

Previously worked at Pentagram, Gretel, Slope

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© Xinyuan Qu, 2025


Hart Bageri

Designed at Gretel

We designed the original branding for Hart Bageri when Richard Hart and the Noma group opened a single location in the Frederiksberg neighborhood in Copenhagen in 2018. With 10 locations and counting, along with a growing line of products beyond baked goods– it was time to revisit, adjust and expand the visual identity. 

As ever, Richard brings an unexpected character and style to the art of baking– he and his crew are both disciples and dissidents, honoring rules and traditions while reinventing them. That meant a chance to re-imagine some of the hand-rendered elements in the original visual identity.  We partnered with illustrator Bráulio Amado to infuse a sense of warmth, wit and humanity into the graphic and typographic language. All to help refine and re-center the hand-crafted feel at the heart of Hart.
Illustrations by Braulio Amado;
Photography by Spacon & X;
Typeface (Basel Grotesk Mono) by Chi-Long Trieu, Optimo