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What: Branding

For: Ekströms (Just for play)

My role: Logo adjustment and general update

Other contributors: Ekströms (Who are unaware that I have mutilated their branding)

Ekströms Rebrand

Background…

Ekströms is a dry foods manufacturer here in Sweden. They make powdered puddings and preserved sauces. They are especially famous for a kind of hot rose-hip smoothie called “Nypon soppa” (rose-hip soup) and a similar beverage made from blueberries.

It gets weirder… their biggest claim to fame? A cross-country ski race in Dalarna held in honour of the Swedish King Gustav Vasa. You can read more about that here. Ekströms has been a sponsor of the “Vasaloppet” since the 1950’s and it is one of the best examples of niche PR that we have in Sweden.

You might be thinking, “okay so Ekströms is from this place Dalarna and that is why they are sponsors?” Nope.

Ekströms’ products are simple and excellent and they have found exactly the right nostalgia/niche-market-corner button to press on the Swedish people.

Nobody asked me…

Nobody asked me, but I think that the best thing Ekströms could do is to lean-in to the warmth that their products give their customers and turn up their playfulness.

My update suggestion

Lene’s suggestion for a new logo

This updated logo for Ekströms plays on older iterations of the brand’s identity. The new font (Gill Sans Ultra Bold Condensed) is an H1 suggestion that is a little more playful. There is nothing sad about blueberry soup or chocolate pudding, the font should reflect that!

Logo suggestion in 1×1 format

Current Ekström’s logo

More inspiration…