BPO


Österlånggatan 17 by Lobby Design, Sweden

Opinion by Richard Baird.

Brand identity and business cards for Stockholm restaurant Österlånggatan 17 by Lobby Design

Bockholmengruppen is a Stockholm based restaurant group and owners of both Nytorget 6 and Nybrogatan 38. The group recently expanded, taking over Le Bar and opening Österlånggatan 17 in its place, a modern local restaurant with a menu of home cooked dishes with a twist, located at the centre of Stockholm and attracting locals and tourists alike.

Scandinavian design studio Lobby Design worked with the Bockholmengruppen to create a visual identity that would compliment Österlånggatan 17’s modern interpretation of a traditional local restaurant, express its easy-going and unpretentious atmosphere and convey a sense of good quality. This was achieved through a series of bright and whimsical illustrations and a contrast of type, set across a variety of assets. These included menus, coasters, coffee cups, takeaway packaging, business cards and website.

Brand identity, bags, menus and coffee cups for Stockholm restaurant Österlånggatan 17 by Lobby Design

The illustrative panels, loosely based on anecdotes and people with connections to the restaurant, and with a humorous and surreal quality, deliver bags of character, with an appealing aesthetic panache, rooted in locality, and a playful, storybook quality.

Illustration for Stockholm restaurant Österlånggatan 17 by Lobby Design

These are distinctive in their rendering, both in form and colour, in their single-frame storytelling, and the way that these have been implemented in print using bright inks and as full bleed images across a variety of surfaces. These secure a clear continuity between touch-points, in print and online, without relying on logo, with memorable character and plenty of variation. These function to set tone, conveying a conviviality and informal quality based around bringing people together.

The loose rendering of illustration also plays out in the choice of Populaire, a hand dawn, condensed, sans-serif with irregular lines. This leans slightly more towards the generic and a default expression of the personable and informal, where image is thoroughly unique, but it is clear and appropriate in its communicative intentions.

Logo for Stockholm restaurant Österlånggatan 17 by Lobby Design

In contrast, the logo plays with a more conventional sense of modernity through current, geometric, sans-serif typography, black over white, and a distinctive, smart but clearly very gastro 17. Where this does, to some degree, introduce a formality and perceived value, for the most part this is overwhelmed by the colour and detail of image.

It is, however, worth bearing in mind, that while there is a youthful conviviality to identity, which looks quite intense when placed together, as documented here, the space and furnishings of interior provides balance.

Design: Lobby Design. Opinion: Richard Baird. Fonts Used: Populaire & Montserrat.

Brand identity, menus and coasters for Stockholm restaurant Österlånggatan 17 by Lobby Design

Logo for Stockholm restaurant Österlånggatan 17 by Lobby Design

Illustration for Stockholm restaurant Österlånggatan 17 by Lobby Design

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Brand identity and business cards for Stockholm restaurant Österlånggatan 17 by Lobby Design

What do you think of Lobby Design’s brand identity for Österlånggatan 17? Share your thoughts in the comment section below or get the conversation started on Twitter.

Brand identity and website for Stockholm restaurant Österlånggatan 17 by Lobby Design

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  • Anonym

    Dear Richard Baird, i think that the illustrations reminds me alot of http://www.jensjens.com/illustrations.html

    If you look closely how the characters have similar shapes and colorful bodies just like the illustrations.

    What do you think?

    • Joe Hrdina

      Do agencies usually reference their illustrators?

      • http://wwww.bpando.org/ Richard Baird

        This was all done in-house,

      • Anonym

        I guess they were “inspired” by jens’s illustrations..