BPO


Åhléns by Happy FB

Opinion by Richard Baird

Visual identity, shopping bags, packaging and signage by Happy FB for Swedish retailer Åhléns

Åhléns began in 1899 as a small mail-order business. Aside from it being one of the oldest it has also grown to become one of the largest retail chains in Sweden. By carefully collating a variety of items across brands and price categories, the retailer maintains its relevance today, understanding and responding to the many ways in which its customers have changed over its long history. Happy FB, the Scandinavian design studio behind Åhléns new visual identity, puts it simply “to Åhléns’ urbane and socially conscious patrons, shopping and sustainability are not contradictions. Inspiration and trends do not equate to use and discard. Premium can be inexpensive and cheap doesn’t necessarily mean a drop in quality”. The retailer’s new visual identity expresses this by taking the well-established Åhléns wordmark and single red and builds this out into a range of changing graphic expressions, imbuing a variety of touchpoints, material and digital, with more character whilst retaining a recognisable immediacy through simplicity.

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Strandgut – Vasas Flora Och Fauna by Bedow

Opinion by Richard Baird

LP and CD packaging design by Bedow for Vasas Flora Och Fauna's album Strandgut

Vasas Flora Och Fauna is a Finnish indie pop-group and trio of musicians. Their new album Strandgut is made up from eleven songs taken from the band’s first two albums, which were then re-recorded in German. This was released on both LP and CD by the record label Startracks. Swedish design studio Bedow worked with Vasas Flora Och Fauna to create the packaging for Strandgut. Referring to the album’s title, jetsam in English, this features a series of figures/sculptures that have been built from maritime debris found on the beach. This is complemented by a custom typeface of drawn and ribbon-like letterforms.

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Brilliant by The Studio

Opinion by Richard Baird

Logotype, pictograms, stationery and website by The Studio for Swedish customer survey specialists Brilliant

Swedish employee engagement consultancy Netsurvey and Bright, experts in customer surveys, have been merged and rebranded as Brilliant by The Studio. This merger and rebranding intended to create a new platform capable of encapsulating the skills and corporate cultures of both companies and develop a visual expression that people from each could identify with and stand behind.

In the same spirit as The Studio’s visual identity design for Netsurvey, reviewed on BP&O back in 2015, the direction for B2B company Brilliant, shuns a corporate austerity in favour of a concept based around “Serious Playfulness”. This manifests itself in the form of a dynamic logotype and extensive pictogram set, a vivid colour palette and bold typography with an immediacy and friendly quality. These choices link business cards, folders, envelopes, correspondence cards, signage and website.

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