Title | PONTUS IN THE AIR |
Brand | PONTUS GROUP |
Product/Service | PONTUS IN THE AIR |
Category |
A01. Creation of a new Brand Identity: Consumer / Corporate / Non-profit |
Entrant
|
BOLD Stockholm, SWEDEN
|
Idea Creation
|
BOLD Stockholm, SWEDEN
|
Credits
Oskar Lübeck |
Bold |
Creative Director |
Jesper Klarin |
Bold |
Design Director |
Tatjana Dubovina Jokic |
Bold |
Designer |
Lina Sponberg |
Bold |
Designer |
Yvonne Rietz |
Bold |
Account Manager |
Klara Persson |
Freelancer |
Illustrator |
Paul Jerndal |
OTW |
Director |
The Campaign
We wanted a feeling of luxury but with a touch of humour. We envisioned an elegant dinner where the guests suddenly grabbed the tablecloth and flung everything up in the air. To visualize this we created a great amount of hand-drawn illustrations which became the foundation of the visual identity.
Creative Execution
The logotype provides a sense of journey and destination in the linking of words with dotted lines, and the sloping layout of the menus builds in another sense of motion and direction. Instead of a traditional press release we created a short launch film that sees the illustrations replaced by objects thrown up and filmed at high-speed camera. A neat variation on concept that retains many of the same visual qualities.
Indication of how successful the outcome was in the market
“The identity for Pontus In The Air perfectly reflects my ambition for the restaurant. The mix of playfulness and luxury also feels very fitting in an airport environment, a colourful contrast to an environment that is often quite dull. I love it!” - Pontus Frithiof, Chef & Restaurateur
Inspired by Pontus Frithiof's colourful and charismatic character, the movement and energy of the airport, and with a desire to work together luxury and an element of humour, we crafted an identity of typographical play yet simplicity, and convivial illustrative detail.