Åhléns Hem by Twenty-five Art House, Sweden

Opinion by Richard Baird.

Sign design and wayfinding for Ahlens Hem by 25AH

Åhléns is a department store and one of Sweden’s leading retailers. It has locations in many of the cities across the country, with 18 in Stockholm alone, and also trades in neighbouring Norway. Åhléns has a significant history, beginning life as a mail-order business in 1899, and moving into low-cost retail in 1964. It now stocks up-market products across the beauty, fashion, home and media markets.

Scandinavian design studio Twenty-five Art House was commissioned to develop a new concept for Åhléns’ in-store communication and wayfinding across its Home department, and delivered a solution based around signage, patterns and custom typography with the intention of both guiding and inspiring.

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Menus — The Best of BPO

Curated by Richard Baird.

Menu Design – The Best of BP&O

A round-up of restaurant, cafe, bar and pub menu designs published on BP&O. This collection features a blend of material and print finish, iconography, photography and typography, and, between them, utilises colour and texture contrast to contribute to a distinctive brand identity. It also showcases a broad use of fabrics, woods, dyed, bleached and unbleached papers with a variety of surface treatments including inks, blind embosses and foils, and features graphic designs studios Round, Foreign Policy and Pentagram, amongst many others.

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Bearleader Chronicle by The Studio, Sweden

Opinion by Richard Baird.

Brightly coloured business cards for publisher Bearleader Chronicle by The Studio, Sweden

Bearleader describes itself as being dedicated to seeking out spectacular events, simple pleasures, awe-inspiring landscapes, hidden gems, and regions where traditions are meticulously maintained. They share these with their readers through an online magazine, which also includes insight into the people they meet and places they come across, with the intention of inspiring others to follow in their footsteps and chart their own adventures.

Bearleader draws its name from the leading of the inexperienced on risky adventures and the rise of foreign travel in the 18th and 19th century, while its content addresses the current favour for slow living (diverse and fulfilling experiences over possessions). This is conveyed through a brand identity treatment of traditional serif typography, a varied colour palette and simple layouts created by Scandinavian graphic designers The Studio. This extended across business cards, stationery, bookmarks and Bearleader’s online magazine.

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