Gretas by 25AH, Sweden

Opinion by Richard Baird.

Gretas is a café set within the Haymarket, a hotel located at the heart of Stockholm, Sweden. The building was formerly home to a famous department store that dates back to the early 20th century and was the place where actress Greta Garbo was discovered while working at one of the concessions.

25AH, the Scandinavian graphic design studio behind Haymarket’s own brand identity, as well as Paul’s, a restaurant also situated within the hotel, worked on the brand identity for Gretas. Where Paul’s was darker and more robust in colour and type, inspired by the hotel’s signage, Greta’s is light and personable, drawing on an informal interior, whilst working in the iconic status and history of its location through name and illustration. The project went on to include signage, packaging, menus, stationery and business cards.

Continue reading this article