In collaboration with Harvey Wise and Valdemar Juul, Carl aimed to blend these different functions into a 'dynamic design system that encapsulates both the technical and the organic', leaving enough room for the boundaries of the new identity to be pushed as the brand moves forward.
Through the use of this simple visual motif, the studio hoped to distinguish the store's products 'in a recognisable yet understated way, providing a consistent but subtle branding element'.
Choosing typography to fit right in with the aesthetics of the utilitarian brand's stock, Astrae chose Slussen Mono and Slussen Regular by Blaze type as its typefaces, for their technical feel and neutral appearance.
Astrae's visual references to grocery stores extended to the brand's launch event, featuring custom poster designs with heat-sensitive paper inspired by cashier receipt printers, incorporating hand-sketched illustrations influenced by 'hand-poked tattoos'.
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