Agaton’s minimalistic yet warm style is based on quality and timelessness with a poetic edge. The new visual identity needed to reflect this simple yet distinct aesthetic.
With simplicity and restraint, the identity was based on careful use of very few elements.
Agaton’s signature pale grey was the natural colour choice and the base of all units.
Lotta Agaton is considered one of the most renowned interior stylists in Scandinavia, leading and influencing interior trends. She is known for her minimalistic yet warm style which is always based on quality and timelessness with a poetic edge. Her long term passion for interiors has yielded an impressive list of clients such as Iittala, String, Kasthall, Herman Miller, Ikea, H&M among private clients for over 20 years.
In 2017 she expanded her business, developing her firm from a stylist to a full service interior design studio. Acquiring a street-front studio, she was in need of a new visual identity, stationery and signage programme. She put her trust in The Studio to interpret her aesthetic into an identity which was minimal, yet distinct. Simplicity and restraint was essential, the identity was based on careful use of very few elements. The material should represent her aesthetic while blending in seamlessly with her studio interior. A typeface with pleasing geometric balance was set in uppercase, and the separation of the words within the company name allowed for a calm visual space which was adapted for each application. Her signature pale grey was the natural colour choice and the base of all units. All print material was letterpress printed on fine Colorplan paper for a tactile quality while the signage was produced in metal enamel applied directly to the glass.
Case photography: Patrik Lindell and Erik Lefvander