Category A01. Creation of a new Brand Identity: Consumer / Corporate / Non-profit
Product/ServicePONTUS IN THE AIR
Entrant BOLD Stockholm, SWEDEN
Idea Creation BOLD Stockholm, SWEDEN
Name Company Position
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.