16/10/2025
We began our work with Juno the Bakery 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 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, where Juno sits on the corner of Århusgade.
