Finefood was one of the first in a wave of modern delis in Stockholm in the late nineties that combined table serving, take away food, a deli and a store with carefully curated produce. In its bustling and welcoming premises just south of the Stockholm city centre, only organic and locally grown food vegetables and ingredients of the highest quality are served and sold. The Studio was commissioned to create a new identity, interior and packaging design for Finefood that should feel timeless, honest and clear. It was also important for the founder of the company that the identity reflected the love of food that is at the core of everything Finefood does.
Sometimes the simplest solutions are the best. The Studio solved the challenge by simply integrating the sentiment “Kärlek och Mat” (Love and Food) into the logotype. The typeface selected was Clarendon, a friendly and rustic slab serif that feels both current yet hints at history. The colour palette was restricted to black, white and natural material colours such as cardboard and wood. This would allow the infinitely colourful foodstuffs to take centre stage.
The Studio developed a completely new interior for Finefood together with an architect, and applied the new identity to menus, exterior and interior signage, menu pegboards, a pattern for wrapping paper, disposable cups, napkins and other packaging material, and custom packaging for their own teas, coffees, jams, biscuits, and more. The identity was well received by both staff and customers, and sparked a dramatic sales growth in the months following the launch.