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Gretel

@gretelnyc

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An independent branding, strategy and design studio.
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The Open Flat File series would not be possible without the generous support by @millerknoll, @athleticsnyc, and @gretelnyc. Thank you! Hope to see you all at the first talk September 10, at 7 (doors at 6:30). Full fall schedule in slide two. Link in bio. by @gretelnyc
1
a month ago
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@gretelnyc drew every mark in @finersounds’ identity with a felt-tip pen.⁠ ⁠ The Brooklyn-based studio built the visual language for this curated vinyl and audio shop at Ace Hotel Brooklyn around what it calls a “naive line” – marks that aspire to sophistication but are drawn with deliberate looseness. Senior Designer Suyoung Yang created dozens of versions at a fixed scale, committing to each mark rather than adjusting bezier curves digitally. The logo, monogram and a stretchy F–S device are all drawn by hand.⁠ ⁠ Three constants anchor the system: the felt tip line style, a signature blue and Ivory Mono. Keeping the core deliberately singular means everything else – layouts, imagery, content – can flex around it. It’s an identity built on curation, for a shop built on curation.⁠ ⁠ ———⁠ ⁠ Explore the full case study at our link in bio.⁠ ⁠ ———⁠ ⁠ CREDITS⁠ Design: @gretelnyc⁠ Brand: @finersounds⁠ Typography: Ivory by @lineto_com by @gretelnyc
7
7 months ago
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by @gretelnyc
36
9 months ago
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@finersounds is a curated vinyl and audio goods shop at Ace Hotel Brooklyn. Partners David Azzoni and Shota Iyobe wanted to make good audio and audio goods more accessible. With a curated selection of records, turntables, headphones and audio essentials, the point is to present customers with a few well-chosen and thoroughly vetted recommendations. The brand is designed to feel endearingly awkward, anchored in a fine line that aspires to be fancy as it wanders through the cozy storefront and across the online shop. Keep an eye out for new merch, limited edition pressings, and expanded product lines both in-store and online. And if you’re in Brooklyn, pop by the shop. Link in bio for the full case study. taken in Ace Hotel Brooklyn by @gretelnyc
17
9 months ago
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2025 marked our 20th anniversary. We celebrated at Public Records with friends from over the years. Here’s to 2026 and the next 20 years of Gretel. taken in public records by @gretelnyc
4
9 months ago
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Typography plays a distinctive role in the identity crafted for @philamuseum. A mix of vernacular typefaces – inspired by Philly’s storefronts, murals, and street vendors – brings punch and personality to sub-brands and programming. Like the city itself, the vernacular library is built to evolve. New typefaces will join the system over time, keeping the expression fresh, lively, and surprising. by @gretelnyc
8
a year ago
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The @philamuseum visual identity adapts across a range of scales and surfaces. From signage and screens, to motion, print, digital and social, it was important to maintain a balance of structure and creative flexibility. A key element of the system in every context is Fairmount Serif, the museum’s new custom typeface designed by Gretel in collaboration with @ryanbugden. Rooted in Philadelphia’s industrial heritage and the museum’s origins as the Pennsylvania Museum & School of Industrial Arts, the typeface merges classical detail with contemporary strength. Drawing from archival research and historic lettering found across the campus, Fairmount Serif captures both the craftsmanship and character of the city—sturdy yet refined, timeless yet distinctly local. by @gretelnyc
16
a year ago
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Over the past 18 months, Gretel partnered with @philamuseum to create a brand as textured and dynamic as Philadelphia itself. The new name—Philadelphia Art Museum—embraces what the city already called it: simple, casual, and approachable. A refreshed griffin bridges past and future, honoring the museum’s heritage while looking ahead. The identity reflects the dialogue between the museum and the city around it—inside and outside, quiet and loud, gritty and witty. A suite of custom and vernacular typefaces captures the visual language of Philadelphia, infusing the institution with the character of its streets and voices. Link in bio for the full case study. Photos courtesy of @cocohubbeling @robcusick by @gretelnyc
24
a year ago
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When @gretelnyc first designed Hart Bageri’s identity in 2018, Richard Hart was opening a single bakery in Copenhagen's Frederiksberg neighbourhood. The visual system – anchored by Freehand Blockletter and Graphik, rendered in stark black and white – captured the focused intensity of a baker obsessed with craft. Seven years later, Hart has grown to over 10 locations with a product line extending far beyond traditional baked goods. The identity needed to grow with it.⁠ ⁠ Explore the case study at our link in bio.⁠ ⁠ ———⁠ ⁠ CREDITS⁠ Graphic Design: @gretelnyc⁠ Typography: Basel by @optimofoundry⁠ Illustration: @braulioamado⁠ Photography: @martinkaufmann, @gretelnyc, @nomacph and @spacon.studio by @gretelnyc
39
a year ago
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What does it look like when design transcends its original purpose to become cultural heritage? In an essay for @tiny_cutlery, Gretel’s Head of Design Dylan Mulvaney makes the case for the preservation of graphic design. Read at the link in our bio. by @gretelnyc
12
a year ago
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How do you rebrand the football club of an iconic city like New York? Milo Kowalski, Senior Creative Director at New York City FC, and Justin Au, former Creative Director at Gretel, share the play-by-play of how they scored a branding win with one of the toughest crowds around. Listen to A Change of Brand on Apple Podcasts, Spotify, or whenever you enjoy podcasts! This episode is brought to you by @standards.site. by @gretelnyc
17
a year ago
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Another restaurant in CPH, this time for Noma alum @sanchezrosio who launched her first taqueria, @hijadesanchez_taqueria, in 2015. By 2023, she’d expanded from Torvehallerne to 4 locations across the capital. With the opening of the fifth in Carlsberg Byen, we worked together to update the Hija brand. A reflection of Rosio’s uniquely modern take on traditional Mexican street food, the brand seeks a balance between expressive and elevated, structured and organic, vibrant and restrained. The design complements the new space by @spaconandx which fuses a contemporary Danish sensibility with the soul of a traditional taqueria. by @gretelnyc
7
2 years ago
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