This is a whole wheat roll with an interesting shaping technique.
First, you begin with a ball of dough and you flatten it slightly with the palm of your hand. Then you dip one side in warm water followed by poppy seeds. Again, you flatten the ball slightly as you press the poppy seeds into the dough. Then, you set the ball on the counter and using the short end of clean credit card you cut three intersecting lines in the dough ball. You want to be sure that you cut all the way through the roll to the counter below but be careful NOT to cut through the outer edges of the of the dough ball. If you did it right, you should should have a star shaped series of cuts. I think it looks more like how you want draw the stick figure equivalent of a snowflake.
Using your fingertips, you want to gently push upwards on the cut part of the roll pushing the ends apart from one another. Keep pushing/manipulating until you turn the entire thing inside out! Set the dough poppy seed up on a pan, proof and bake.