Leibniz Global Relaunch

The original Leibniz biscuit has a simple and distinctive design: 52 ‘teeth’ frame the rectangular shape on which the logo is imprinted in capital letters, according to Hermann Bahlsen’s original 1891 design. The biscuit is considered an icon of German design, and this was exactly Auge Design’s starting point when it came to Leibniz’s redesign. The team alluded to the original rounded style in the new brand logo and typography, and ‘baked’ them, just like biscuits themselves.