Pretsch
Pretsch is an artisan soft pretzel shop offering bold, made-to-order flavors in a warm, welcoming space. Giving a beloved food the dedicated home it deserves.
Artisan Soft Pretzels
❋ Challenge
The soft pretzel has a loyal following, but the product itself has been stuck in the same place for decades; mall food courts, stadium concessions, and neon cheese dip. There was no established destination for someone who simply wanted a great pretzel.
The challenge was building a brand that could elevate a familiar, beloved food without making it feel out of reach.
❋ Insight
The soft pretzel doesn't need reinventing.
It needs respect.
Austrian monks shaped them as symbols of good fortune, and the pretzel bakers' guild earned a clover on their crest for helping defend the city against Roman forces. Giving the soft pretzel a real home, quality ingredients, and a personality rooted in that heritage is enough to make it feel new without abandoning what makes it work.
❋ Solution
Pretsch is an artisan soft pretzel shop offering eat-in and walk-up to-go service. The menu leans into bold, unexpected flavor combinations, such as Charred Jalapeño Ranch and Bourbon-Vanilla Cream, made to order in full view of the customer.
The brand identity draws from the clover featured on the crest of the Pretzel Bakers of Austria, grounding the concept in genuine pretzel history while giving it a warm, eclectic character that works equally well for a family stopping in after school or someone settling in for an afternoon with a book. The space and the brand both say the same thing: this is somewhere worth coming back to.
+ Brand Identity
+ Creative Direction
+ Packaging Design
+ Advertising
+ Woodworking
+ Brand Identity + Creative Direction + Packaging Design + Advertising + Woodworking