OVERVIEW
A Modular Approach to Design Thinking
When ICA Supermarket Medborgarplatsen, one of the largest and most profitable grocery stores in Stockholm, embarked on a complete renovation, they sought a fresh, stylish, and versatile graphic identity. Drawing inspiration from a building that had been deemed Stockholm’s ugliest might seem unconventional. However, since we wanted the new design to strongly connect with the local area, we decided to concentrate on the building that housing this great store.
Challenge – Fierce Competition
Situated in the heart of Södermalm, ICA Medborgarplatsen occupies a location both enviable and challenging. On the positive side, it enjoys a constant flow of foot traffic with millions of people passing by. On the downside, the competition is intense. Within a mere 150 meters, there are hundreds of dining options and several grocery stores. Additionally, digital providers like Foodora and Wolt, as well as companies like Linas Matkasse, further contribute to the fierce competition. In summary, with such intense competition, the challenge for ICA Medborgarplatsen lies in carving out its distinct place in the marketplace.
Approach
The initial strategic phase involved mapping out key competitors and comprehending the needs of distinct target groups to personalize our approach. We conducted interviews and performed market research on other stores and restaurants. Utilizing this data, we deliberated the development of diverse offerings in the new store, ensuring they align with the desires and requirements of the newly defined target group personas. Following the analysis, we initiated the strategic process by defining the store’s position, persona, and brand values, considering not only the present circumstances but also anticipating future growth.
CONCEPT
The Medis Programme
Architect Bengt Lindroos calls “Vägaren 23” his “problem child,” but its importance goes beyond just how it looks. Built during the later stages of the Million Program, its streamlined design inspired a solution like assembling LEGO pieces – making it flexible and adaptable.
To enhance our connection with the local context, we opted to rename the store to ICA Medis (Medis being the local moniker for Medborgarplatsen), aligning with its familiar designation among the locals.
The million Programme
Efficient construction of numerous, preferably sizable residences necessitates rationalization. Ready-made concrete elements, similar to building blocks like Legos, are essential manufactured in factories and then assembled in various configurations.
By the late 1960s, sixteen distinct structural element systems existed for housing. Today, in the era of abundant choices, only four are employed in constructing new residences. Consequently, the range of possibilities for variation today is significantly narrower than it was in 1967.
Medis Modular
At the core of the new graphic identity lies a specially crafted modular typeface. Drawing inspiration from the modular system of the Million Programme, this typeface was conceived within a grid framework, offering limitless potential for variation. Each letter functions as a modular element seamlessly fitting together with others. The typeface was developed in collaboration with Göran Söderström at Letters of Sweden.
The graphic modular system enables the seamless integration of the typeface with images within the same grid, forming a dynamic word-image composition. To enhance value, images of food are combined with historical pictures from the area. Through this system, both typeface and images can prominently feature on larger surfaces, effectively conveying the message of ICA Medis.
CASE STUDIES
TWICE
Turn Any Thing Into a Business
BRAND STRATEGY
CONCEPT DEVELOPMENT
BRAND IDENTITY
COMMUNICATION
The world is, quite literally, drowning in stuff. Consumption’s new companion is guilt, and for good reasons. In a landscape cluttered with options and overwhelmed by consumerism, a story of no-nonsense perseverance emerges.
The world is, quite literally, drowning in stuff. Consumption’s new companion is guilt, and for good reasons. In a landscape cluttered with options and overwhelmed by consumerism, a story of no-nonsense perseverance emerges.
Zeta
AN ITALIAN LOVE AFFAIR
Brand Strategy
Concept Development
Brand Identity
Communication
Packaging Design
A story of longing, love and flavours. A story of taking a brand from being defined by its products to a brand defining them. And most of all, a story of family.
A story of longing, love and flavours. A story of taking a brand from being defined by its products to a brand defining them. And most of all, a story of family.
ICA Medis
The Medis Programme
Brand Strategy
Social Media Strategy
Brand Identity
When ICA Supermarket Medborgarplatsen, one of the largest and most profitable grocery stores in Stockholm, embarked on a complete renovation, they sought a fresh, stylish, and versatile graphic identity.
When ICA Supermarket Medborgarplatsen, one of the largest and most profitable grocery stores in Stockholm, embarked on a complete renovation, they sought a fresh, stylish, and versatile graphic identity.
Revelop
When good just isn’t good enough
Brand Strategy
Naming
Brand identity
How to redefine a business through clarity and a bold positioning statement. A strategically heavy brand identity project for a brave real estate company.
How to redefine a business through clarity and a bold positioning statement. A strategically heavy brand identity project for a brave real estate company.
Arla
protecting a leading position
Concept development
COMMUNICATION
When you think of Arla you’re likely to envision happy cows and a tall glass of milk. But with over 26 different brands and an ever-changing portfolio they needed partners with a creative and flexible approach to help maintain Arla’s leading position in the dairy market.
When you think of Arla you’re likely to envision happy cows and a tall glass of milk. But with over 26 different brands and an ever-changing portfolio they needed partners with a creative and flexible approach to help maintain Arla’s leading position in the dairy market.
CEDERQUIST
DESIGN AS A BALANCING ACT
Brand Strategy
Concept Development
Brand Identity
When creating the brand identity for a law firm like Cederquist, finding the right balance is extremely important. Where is the perfect intersection between professionalism and personality?
When creating the brand identity for a law firm like Cederquist, finding the right balance is extremely important. Where is the perfect intersection between professionalism and personality?
SITUATION STHLM
SHARED HUMANITY
Concept development
Communication
This is a story about a rapidly changing cityscape, resulting in people shutting off from the outside world and their fellow human beings. A story about the homeless fighting to leave the streets behind. A story about the importance of human warmth, meaningful communication, and real stories that touch the heart.
This is a story about a rapidly changing cityscape, resulting in people shutting off from the outside world and their fellow human beings. A story about the homeless fighting to leave the streets behind. A story about the importance of human warmth, meaningful communication, and real stories that touch the heart.