Established in 1928, Vete-Katten is one of Stockholms quintessential cafés. The challenge was to renew the identity, packaging and interior while maintaining the spirit and old-world charm of this well loved institution.
The objective was to maintain the loyalty of long-term regulars while appealing to a new generation of café visitors.
Established in 1928, Vete-Katten is a quintessential Stockholm confectionery. Housed in the same location on Kungsgatan since opening day, this beloved institution needed an update. The project included a new identity design, signage, packaging, in-store communication, copywriting and website, as well as concept development for the new interior in collaboration with architectural firm Millimeter Arkitekter.
Working with such a time-honoured institution requires both careful historical research as well as very delicate handling of identity elements. The objective was to maintain the loyalty of long-term regulars while appealing to a new generation of café visitors. To renew and modernize Vete-Katten’s brand while maintaining its old-world charm.
The Vete-Katten logotype was updated while still paying hommage to the character of original identity. The typeface Neutraface was used for all typography and added a sharp contrast to the soft logotype, having a modern yet nostalgic expression. The off-white metal enamel signage used throughout the exterior and interior was made to look original and authentic, housing everything from menu boards to wayfinding and the Vete-Katten story. The extensive packaging program includes everything from cake boxes, bread bags, customized porcelain, embossed praline tins, tea packaging, dry goods packaging, ribbons, stickers, praline print, as well as the menus, brass menu holders and shelf price system. The photography by Susanna Blåvarg added a warmth to the brand, and is used throughout the print material and website. A new copy tonality was developed that captures the old Swedish café culture as well as Vete-Katten’s humorous and playful spirit. To even further enhance the brand experience, the staff uniforms and aprons were custom designed in collaboration with Swedish fashion brand, Bric-A-Brac.
Following the launch, the café experienced a dramatic increase in sales, as the renovation was very well received by customers, old as well as new. Old patrons, many faithful visitors since decades, still felt at home, which was a huge relief for the owners. Vete-Katten is now expanding with several new Stockholm locations.
Photography: Susanna Blåvar
Case photography: Patrik Lindell