- Setting the tone
- Questions before ideas
- Summarize the business
- Summarize the project
- Who decides?
- Give your client time and space
- But maintain the focus
- Research with purpose
- Assembling the design brief
- Tapping into something special
- Nature's poetry
- Field research that makes a difference
- Bringing the details to life
- Giving form to language
This chapter is from the book
This chapter is from the book
This chapter is from the book
Nature’s poetry
There’s no shortage of frozen desserts in supermarkets, but few offer much in terms of actual nutrition. In partnership with a Swiss food lab led by former Michelin-starred chefs, Bimmi created a range of frozen snacks made entirely from fruits, vegetables, nuts, seeds, and wholegrain cereals, aiming to nourish without compromising on the flavor you’d expect from a more indulgent treat. This bold new category in Swedish supermarkets called for a distinctive identity and packaging system.
Enter Stockholm–based studio Bedow. Their scope extended beyond the logo to include copywriting, art direction, graphic design, packaging, illustration, and type design.
While Bimmi’s methods are innovative, the product is all natural, reflected in the tagline, “Nature’s Poetry.” To express both sides of the brand, Bedow created a suite of assets that feel handmade and organic, yet are used in inventive and contemporary ways.
Inspired by concrete poetry (the idea of using letter arrangements to enhance the meaning) the Bimmi wordmark was crafted on an Olivetti Lettera 32 typewriter, with each letterform composed of hundreds of smaller typed characters. The result is a scalable, variable mark: the larger the wordmark, the more analog letters it contains. Supporting copy was also set using the Olivetti and paired with a series of cut-out ingredient illustrations, reinforcing Bimmi’s wholesome appeal, even from deep within the freezer.
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