Just Roll with It, Reykjavík!
Reykjavík - 27 July 2026:
Continuing a successful creative partnership, Brauð & Co. commissioned Huldunótur founder R. Michael Hendrix to design its summer 2026 merchandise collection.
The brief was to build on cultural insights developed through previous work with the bakery and translate Brauð & Co.’s creative, independent, and nonconformist character into something people would want to wear and carry. The collection needed to resonate across the bakery’s broad community—from employees and Reykjavík residents to international visitors.
Huldunótur developed a visual language influenced by vintage punk zines, combining collaged imagery, altered typography, and a series of irreverent phrases and visual references. Because Brauð & Co.’s baked goods remain central to the brand, the product itself needed to sit at the heart of the concept.
The creative challenge was to make something seriously cool without taking itself too seriously. Through a process of exploring verbal and visual puns, Michael arrived at a playful interpretation of Iceland’s unofficial national motto, Þetta reddast—the reassuring belief that everything will work out.
The phrase became “Just Roll With It,” an English expression that captures the spirit of Þetta reddast while also referring to Brauð & Co.’s celebrated snúður, the bakery’s signature cinnamon roll.
To connect the idea with the musical heritage of the brand, Hendrix created a collage in which a turntable tonearm rests across the cinnamon roll, transforming it into a record spinning on a turntable.
The collection’s typography was constructed through several analogue processes. The primary lettering was manipulated through overexposure, softening the forms and causing the letters to merge. Secondary typography was assembled from letters cut from Icelandic newspapers, while the Brauð & Co. signature was created by manipulating scans of vintage typewriter characters.
The final design appears on T-shirts and tote bags made from organic cotton. Each item is printed by hand using environmentally responsible inks by Reykjavík print studio Farvi.
The summer 2026 collection reflects the qualities that have shaped the ongoing collaboration between Brauð & Co. and Huldunótur: strong cultural insight, local production, visual experimentation, and a shared belief that brands can be distinctive without taking themselves too seriously.
The products are available at all Brauð & Co. locations.
- hendrix@invisiblenotes.com