Brauð & Co. choose Huldunótur
Reykjavík - 1 October 2024:
Iceland’s premier artisanal bakery, Brauð & Co, has hired Huldunotúr to build a foundation for new growth. Known for its bold flavors, organic ingredients, and signature sourdough, Brauð & Co has become a Reykjavík institution since its founding in 2016. Its vibrant storefront downtown, covered in colorful graffiti, reflect the bakery’s unconventional spirit and commitment to quality.Using design thinking, the engagement will create a strategic evaluation framework for 2025 by codifying cultural values that clarify growth objectives and empower individual decision-making. Cross-department discussions, an executive offsite, and individual employee interviews will ensure diverse input and broad application of the final outcomes.
R. Michael Hendrix, Managing Director of Huldunótur, said, “I’m excited to work with Siggi Helguson and the great team at Brauð. They have built a resilient business by staying true to their core values of craft and quality. I also love the punk ethos of their culture. I want to honor it while helping them find new pathways to growth.” He added, “Design thinking is an innovation methodology that uncovers deep human insights and activates them through collaboration and iterative action. This approach is a perfect match for a hands-on business that kneads dough daily and evaluates results one bite at a time.”
The work begins in October and concludes in February 2025.
- hendrix@invisiblenotes.com