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Gretas by 25AH, Sweden

Opinion by Richard Baird.

Script logotype for Stockholm-based cafe Gretas at Haymarket designed by 25AH, Sweden

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.

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Paul’s at Haymarket by 25AH, Sweden

Opinion by Richard Baird.

Branded bill clip for Stockholm-based restaurant Paul's at Haymarket by 25AH, Sweden

Paul’s is a restaurant located in the Haymarket hotel which is situated at the heart of the Swedish capital of Stockholm. The restaurant is named after Paul U. Bergström, founder of a well-known department store that previously occupied the building, and features a distinctive period interior of bent wood chairs, white tiles, leather banquette seating, marble surfaces and art deco-inspired flourishes. This is a reflection of Paul’s menu which is inspired by classical European cuisine and the American grill from the turn of the century.

Scandinavian graphic design studio 25AH created a visual identity for Paul’s that although simple in its graphic expression, draws on Haymarket’s signage, unchanged since the 1920s, the history of the building, the restaurant’s period interior and its European and American menu. This is expressed through type, neon signage and materiality which links rich interior design with a more restrained set of printed materials that included matchbooks, menus, postcards, tableware and bill clips.

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Arco by Raw Color, the Netherlands

Opinion by Richard Baird.

Brand identity and print for furniture manufacturer Arco by Raw Color, The Netherlands

Arco is a family run contemporary furniture design and manufacturing company that currently rests in the hands of fourth generation family members, and has a respectable 110 year history. Arco has tables and chairs at the heart of its collection and specialises in woodwork, a reflection of its location in Winterswijk, an area of dense natural woodland in East Netherlands.

Eindhoven-based graphic design studio Raw Color worked with Arco Creative Director Jorre van Ast to revise the company’s brand identity, with a focus on its unique location and local production. This is expressed through the documentation of the surrounding area, the factory and its craftsmen. While the logotype remains the same, Raw Color delivered a compelling visual identity that juxtaposes solid colour and seasonal image, and uses contemporary type to deliver a collective tone of voice. This extends across and links a variety of print communication that includes business cards, leaflets, brochures, catalogues and postcards.

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