Fruit ninja: Söderhavet call upon Hallon’s namesake, the humble raspberry, to guide their rebrand

With a name that means ‘raspberry’ in Swedish, it was only fitting that the brand image of Hallon – designed by Stockholm-based strategic design agency Söderhavet – reflects the universal love and appreciation for this tasty berry. 

When tasked with refreshing the brand of the Swedish mobile operator known for their straightforward and affordable services, Söderhavet focused on the fruit name and its connotations to create a fresh, playful, and appetising look that would resonate with a broad audience. Along with the unmistakable brand mark, the colour palette reinforces the raspberry theme. “Our goal was to develop a dynamic colour system that is not only functional, with strong contrasts, but also highly expressive when we want to highlight specific messages,” explains Creative Director Jesper Robinell. “We selected a range of raspberry pink hues to provide versatile pairing options, complemented by an unconventional lemon colour for increased visibility in price communications.”

Recognising the appeal and affordability of fruits, the team also came up with the idea of incorporating labels and stickers inspired by those found at market stalls – resulting in small bits of text with information on offers and prices held within circles and lozenges. “We embraced the creative notion of presenting a whole world of fruits, rather than limiting ourselves to just raspberries. The use of fruit labels and stickers became a playful yet practical design feature that is easily recognisable and universally understood.”

For the typography, the team opted for Bagoss from Displaay for its quirky yet positive feel, and its glyphs injected with a lot of character, “especially the ‘g’ and ‘e,’ for example,” says Robinell. Using the same typeface family across all assets and communications gave the brand a sense of consistency, unifying the identity. “We wanted to use a warm and friendly typeface that matches the overall style, but also includes some fun details that stand out, giving a bolder feel to all our communications,” concludes Robinell.

Söderhavet

Hallon