Meisterbäckerei Steinecke GmbH
Cyclos Design GmbH
Art Director
POS Campaigns
Steinecke is one of Germany’s largest family-run bakery chains, serving customers across more than 500 locations in five federal states. Despite its scale, the brand remains rooted in traditional baking, regional familiarity and the everyday ritual of good bread.
Make Steinecke’s environmental commitment visible while raising awareness among customers about the impact of everyday consumption — turning sustainability from a corporate initiative into a shared responsibility.
Sustainability communication is often dismissed as greenwashing. Steinecke needed to make its environmental commitment visible and credible within the few seconds of attention available at the point of sale.
Our Planet.
From organic and Fairtrade ingredients to recycled packaging, planting trees and 100% renewable electricity, Steinecke was already taking measurable steps to reduce its environmental impact. The next challenge was to make that commitment visible and meaningful in customers’ everyday lives.
Rather than relying on familiar images of polluted oceans, the campaign spoke through Steinecke’s own products. Bread and croissants became sea creatures, creating a memorable connection between what we consume and the environment we share. The message was simple: our everyday choices do not exist in isolation.
The creative process began with a broader range of motifs exploring different environmental themes, including biodiversity, bees and energy consumption. But trying to communicate every aspect of sustainability at once risked weakening the message. Since reducing plastic was Steinecke’s central priority, we narrowed the campaign to one clear subject: the ocean.
The sea turtle and jellyfish became the campaign’s protagonists because of their already strong association with marine life and plastic pollution. While the playful illusion captured attention, the headline “Uns schweben Ozeane ohne Plastik vor” – “We envision oceans without plastic” expressed Steinecke’s vision without casting the brand as the hero or telling customers what to do. Instead, its open, aspirational tone invited them to make plastic-free oceans a shared ambition.
Sustainability at Steinecke was conceived as an ongoing process, with new measures introduced wherever everyday routines could be improved. Plastic carrier bags were replaced with paper alternatives, while the Weducer Cup offered customers a reusable option made from recycled coffee grounds and beechwood fibres.
Beyond the sustainability campaign, I supported Steinecke across a range of seasonal and food campaigns over the years. My role included creative concept development, set design, casting, food styling direction and on-set art direction as well as packaging design, ensuring a creative, but consistent and distinctive visual language across the brand.
