Oslo-born comfort retailer idea Innom is now providing a combination of products that locations it someplace between a grocery retailer, kiosk and bakery, the brand new idea is aiming to interact youthful audiences within the Norwegian capital.
“The brand new retailer needs to be tailor-made for many who are brief on time and have to take one thing with them on the go. It’s not a spot the place you do your weekly purchasing, however moderately a spot to drop in,” says Håvard Bergo, a designer at native artistic company Strive.
The company was just lately commissioned to create a visible id that nods to the comfort retailer’s mission, and specifically the identify Innom, which interprets as ‘drop by’.
“We centred the id round a typeface that has a definite hyperlink to the guardian model [grocery store] Rema 1000’s spherical visible language, however moderately than being an extension of it, the Innom model seems like a remixed and youthful model,” says Bergo.
The core color palette, such because the darkish blue, can be impressed by Rema 1000, however adjusted to be more energizing and extra applicable for the brand new retailer. “A lot of the colors within the palette might be mixed, which ends up in a playful id that may attraction broadly whereas retaining its distinct look,” says Bergo.
Different key components of the id embrace Pernille Münster’s shiny images, which is used to point out off each the produce and packaging, and Jonathan Averstedt’s vibrant illustrations, which function as explainers on the shop’s partitions, home windows and workers uniforms.
“The shop contained some options that wanted a further rationalization along with textual content. For instance, you need to weigh your personal fruit and squeeze your personal juice contained in the store. These items are unfamiliar to folks, and want illustrations to assist with the reason” expressed Bergo.