Title	TIDNINGSHUSET BY PONTUS
Brand	PONTUS GROUP
Product/Service	TIDNINGSHUSET
Category	A01. Creation of a new Brand Identity: Consumer / Corporate / Non-profit
Entrant	BOLD Stockholm, SWEDEN
Idea Creation	BOLD Stockholm, SWEDEN

Name	Company	Position
Bold	Bold	Creating Agency

The Campaign

We were inspired by the location of the restaurant when creating the visual identity, the DN skyscraper and the the visuals from a newspaper world, a place of letters and newspaper printing techniques.

Creative Execution

Referencing the traditional mastheads and contemporary headlines of the newspaper industry. The juxtaposition between establishment and progression plays out, not only in the contrast of type detail and reduction, but also in the authoritarian size of signage, set within a spacious and utilitarian interior. Newspaper roll-printing became an inspiration for all printed materials where logotypes are cropped in half by the top and bottom of the page to give the feeling of print, cut from a continuous roll. The single black ink of newspapers is substituted with a vibrant, contemporary and energetic red, reinforcing the progressive nature of both DN and Pontus Frithiof. A series of typographical marks draw their inspiration from letterpress type blocks, which are used as a playful signage system throughout the identity, expanding on the logotype, while remaining rooted in the printing press.

Indication of how successful the outcome was in the market

10% increase in anticipated sales, from opening. ”The identity for Tidningshuset really manages to encapsulate what I wanted and was hoping for. The logotype is an inspiring mix of old and new, and the whole identity -with its playful take on printing and typography- really captures the spirit of the brand. The launch of Tidningshuset has been a great success, both myself and the customers are extremely pleased with the results. It feels fresh, inviting and unique.” - Pontus Frithiof, Chef & Restaurateur

Develop a flexible and attractive tool kit that adds warmth and playfulness in contrast to the austere architecture. Work with lettering and typographic characters associated with a newspaper house, journalists and editors.