We designed the hierarchy system and new look for the packaging programme, based on the most essential and identifiable brand elements – the ‘S logo’ (also known as the ‘escalator logo’) and the brand colour, British Racing Green. The Stockmann archives from the first half of the 20th century were a magnificent source of inspiration for the creative team.
The packaging concept was nominated for a Design of the Year 2012 award by Design Museum London and awarded gold in the Best of the Year 2011 show in Finland.
My studio designed the visual identity for the project. The aim was to create positivity and hope during pandemic, and encourage people to act and support each other when getting through these challenging times.
The illustration-driven identity conveys the themes of caring, working together, and believing in a better future, by a rich and diverse library of pictograms drawn in different styles.
