Joana Sus - Juno the Bakery

The client

Winner of “Best Bakery in Copenhagen, 2025,” Juno the Bakery has become one of the city’s most celebrated spots — beloved by locals for their morning bolle med ost (bun with cheese) and sought out by visitors making cardamom bun pilgrimages from afar.

The project

Juno approached us to create a brand for their Danish butter cookies — an iconic yet often “old-fashioned” treat, forever linked to the childhood disappointment of finding a dusty tin on your grandmother’s shelf filled not with cookies but sewing supplies. Together with the team at Juno, we created a complete visual universe — spanning illustration, animation, packaging design, and a new e-commerce site — that honours the cookie’s traditional roots while giving it a distinctly modern twist.

Our approach

We began by studying vintage butter cookie tins, which often featured charming — if slightly kitsch — scenes of Danish pride: dairy farms, wheat fields, and city-goers enjoying evenings at The Tivoli. We loved the fact that these tins were a celebration of Danish cultural pride, and so we wanted to use that spirit as an anchor for the concept, and as a way of paying homage to the tradition of Danish butter cookies. That said, we also wanted our version to feel stylistically modern and to be seen through more of an international lens — knowing these tins would be the first chance for global fans to bring a piece of the bakery home, or send one to loved ones abroad. We developed a concept that imagined the tin as a sort of portal into Denmark, and we commissioned legendary Japanese illustrator Kento Iida to bring it to life through scenes that follow Juno’s famous blue peacock on a journey from outer Denmark, through rural fields into the city, eventually arriving at the bakery in Østerbro.

Created with 💙 from Studio Morfar