Kurtoskalac, a traditional Hungarian pastry, is made by rolling dough around a cylindrical mold, then cooking it over open coals, similar to the way marshmallows are roasted. Our client wanted to adapt the Kurtoskalac to suit the American palate. Our branding challenge was to create a brand identity that suggested an American bakery with products that are both familiar and unique. Our first milestone was creating the name; Rollings describes the process of making the pastry, rolling the dough around the mold.
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