Combining three key features.

Ida Davidsen anno 2017 is a modern and authentic restaurant that shows that they renew themselves. The new visual identity helps signal a new beginning.

For headlines, we have chosen to use the Art Deco inspired display font Goldana. Here we have chosen to mix the ‘Base’ and ‘Script’ sections to create a characteristic and exciting image and each of them signals something different. The Base section is more rough and edgy and can in many ways resemble a display font taken directly from a facade.

We have chosen a simple color palette consisting of three colors, which may vary in terms of transparency. We have chosen the dark green color that signals quality and loyalty and is most often seen in connection with restaurants. In addition, we have chosen a brown color that is often associated with something old and historical and at the same time a warm color. Finally, we have chosen a warm white color that contrasts well with the other two colors and signals purity and credibility.

The icons are a stylized version of open-faced sandwiches. This gives a high information value. It is therefore clear to see what kind of restaurant thats behind the identity. The icons help create a characteristic and personal expression that makes the identity appear original compared to the other open-faced sandwiches restaurants. The grunge effect on the icons helps gives an expression of something old and raw.

With the menu, we want to create the feeling of getting close to the kitchen making the guest feel as part of an ‘authentic’ experience. A special experience that guests should remember when they leave. The menu cards must hang on hooks, which gives the feeling of sitting in the middle of the kitchen.

We have chosen to make beer coasters to create a cozy and relaxed atmosphere that oozes Danish draft beer and traditional open-faced sandwiches.

This small take-away box is for the purchase of a single piece. It’s handy to take with you and at the same time creates awareness with the graphic icons. The box is only composed of a piece of cardboard, which makes it appear more exclusive. Inside the box is the cutlery. This means that everything is gathered in the same place and you do not risk losing it on the road. The four flaps close the box securely and gives a good size ‘plate’ to eat your food, for example, if you have to eat your food in the park or at the edge of the harbor. On the inside there is also added a small text about the restaurant both in Danish and English to the delight of the foreign tourists.

Creation, branding and on site design of a visually immersive art and music festival.

Read more at: www.dayfornight.io and www.work-order.co/day-for-night

Credit to Day for Night for the video.

The goal is to strengthen Vikings identity, make it more recognizable and make it consistent across all media. Viking wants to provide high quality products that helps YOU be more creative. Its important to create a story around Viking. A story about authenticness, tradition, design, function, quality and sustainable products. To keep the dedication and trustworthiness that is in the DNA of the brands over 100 year old history. To create a story and to be different but still to create value and to be honest in every item. Through a new modern look that reflects Vikings legacy as a factory, Viking wants to communicate a relaxed feeling that smells quality combined with clean and nice design. When you buy Viking, you buy a personal guarentee that all products is made in EU by small family owned businesses who live and breath for their products. This gives the products the honesty, flexibility and history it deserves. Viking – guarenteed quality.

Both Viking and the target group uses the word creating (Creating)

The target group is visual people who create something visually using Viking’s products (Visual)

Creating something visually tells a story and creating a good story creates a strong expression (fifth element) (History)

In order to maintain the authenticity, quality and history of the Viking brand and to create a strong quality stamp both internationally and nationally, it is important to retain the quality factor that the Viking brand has since 1914.

Jarls Purple (Nobility, quality, wealth)

Legacy Yellow (Vikings signature yellow pencil)

Sky Black (Sophisticated, Crushed Charcoal)

Yggdrasill Brown (World tree of Nordic mythology also known as the tree of life)

Futhark Grey (Rune script on stone, graphite, Futhark is the name of the runele font)

Warship Red (War, ships, strength, energy, passion)

ScalaSansPro is selected based on its characteristic of sharp edged lines.
It has the same expression as and may remind a lot about runes.