Stockmann Herkku
BRAND STRATEGY - BRAND IDENTITY - PACKAGING - COMMUNICATION
Herkku, the food department of Stockmann, was known as a premium food destination for special occasions. In parallel with the brand refresh of the department store, Herkku was re-positioned to reach a more contemporary audience – making a transformation into a vibrant, inspiring marketplace for everyday shopping. Using the 34 degree angle from the Stockmann logo, a library of striped patterns was created as the key graphic element. A timeless motif which is both classic as well as modern, appealing to both the seasoned gourmand as well as the urban foodie.
A fresher, more trend-driven colour palette is used for Stockmann Deli and Stockmann Prep, Herkku’s takeaway and prepared meals. The more contemporary look caters to the young, urban demographic which is the primary target audience for these on-the-go services.
Role: Creative direction/Graphic design
Agency: Grow, Stockholm