| Title | POSITANO(YES) |
| Brand | POSITANO |
| Product/Service | POSITANO |
| Category |
A01. Creation of a new Brand Identity |
|
Entrant
|
POSITANO Stockholm, SWEDEN
|
|
Idea Creation
|
OPEN STUDIO STOCKHOLM, SWEDEN
|
Credits
| Peter Herrmann |
Open Studio Stockholm |
Design Director |
| Kelly Lansman |
Open Studio Stockholm |
Designer |
| Olivia Sunesson |
Open Studio Stockholm |
Production Manager |
| Peter Carstens |
Open Studio Stockholm |
Project Manager |
| Boban Rudinski |
Positano |
Founder |
| Joel Söderbäck |
Positano |
Founder |
| Andreas Bergmam |
Positano |
Founder |
| Pelle Bergström |
Pelle Bergström |
Photographer |
| Fredrik Skogkvist |
Fredrik Skogkvist |
Photographer |
| Micke Ring |
Sitback |
Digital Creative Director |
| Monica Förster |
Monica Förster Design Studio |
Interior and furniture designer |
| Sara Helder |
Wingårdhs |
Interior and furniture designer |
Background
POSITANO (YES) is a bar at the poshest department store in Stockholm, serving high-class Italian cocktails and food. The name comes from the small lemon cultivating village by the Amalfi coast that is said to be both the happiest and weirdest place on earth, which the identity was expected to communicate. The identity was also expected to interpret the craftmanship of the cocktails and the food.
Describe the creative idea (40% of vote)
The idea is to show the humor, heart and craftsmanship of both the owners and the offerings of the bar. Something we communicate through the animated lemons and by adding a compensating (YES) to the unfortunate two last letters in the name.
Describe the execution (40% of vote)
The handcraft behind the food and drinks are dramatised with a graphic dito, all shapes has been cut out by hand, all prints letterpress printed, crochet coasters made by hand, bottle labels attached with rubber bands, the handpicked Italian lemons are decorated with own unique stickers, furnitures’ lemon shapes has been carved by hand and so on. The cut out lemons has been given eyes, mouths and voices of their own and together they build the identity. They tell the bar’s history slowly and illogically, like a guest in the bar who refuses to go home.
List the results (20% of vote)
The happy and quirky design made a striking contrast to the posh department store. Thus, the word about the new intruding bar spread quickly over Stockholm.