The Corporate Identity "Feiner Herr" is like the product itself: the redefinition of tradition with a modern twist. The visual language is based on early 20th century design elements, contemporarily and minimalistic interpreted. Each modern translation of ornamental tiles is based on the original pancake recipes. It allows flexibility and in the same time continuity in the reinterpretation of the concept, following the regularly updated recipes. The chosen brand name "Feiner Herr" has two meanings in old German language and describes both a gentleman and/or a gourmet.