The Edit: five new projects including HelloFresh by DesignStudio
Each and every day, we're lucky to discover dozens of interesting and inspiring projects from around the world. From global identities and campaigns to side projects and independently published books, The Edit is home to five of them; every two weeks.
Having delivered nearly 200 million meals annually in 13 markets across the globe, food box delivery company HelloFresh required a cohesive rebrand reflective of their position as a household name. To do so, they sought the expertise of the brand agency DesignStudio, who as a result of close collaboration, have developed a toolkit and brand formula that allows HelloFresh’s in-house teams around the world to create their own assets, from in-app and web to the beloved delivery boxes themselves. The new look evolves HelloFresh’s ubiquitous lime logo through a textured illustration style and softer colour palette, pairing it together with straightforward yet quirky typography. It’s accompanied by a lively set of tags and stickers, which are used throughout recipe cards and packaging to add a layer of fun to practical information such as dietary information, food quality and box type. Together with photography from real kitchens, the elements come together to form an identity that aims to celebrate everyone’s dinner worldwide.
Named after the dogs of its father-daughter founding team, Boris & Horton is a New York-based dog café with a loyal, community-focused clientele. Looking to move away from their ‘Tim Burton’ aesthetic ahead of opening a new location in Williamsburg, they commissioned local creative agency Saint Urbain to create a playful identity better suited to their youthful audience. The result is just that, with bright colours, cute illustrations and bold typography portraying non-stop positivity across packaging, merch, menus and stickers. In addition, the new logotype’s geometric forms and wonky arrangements aim to capture precisely what one can expect from a dog café: a silly, chaotic and carefree funhouse.
Located in São Paulo, Círculo 1 is a motorcycle club and workshop that hosts friends, families, collectors and enthusiasts of urban and sportive motorcycles. Briefed to create their identity, local design office Polar found influence in racing adverts and posters from the 70s and 80s – an era in which the most popular motorcycles amongst collectors belong. As well as a number of flag-inspired colours, the resulting identity makes use of Grilli Type’s friendly geometric sans serif GT Walsheim. The typeface was inspired by the handpainted work of Swiss designer Otto Baumberger, who designed a multitude of racing posters throughout his career himself.
Labelled as the ‘most Instagram friendly space in Poland’, Krakow-based bar Bubble Toast serves up exactly what its name suggests: sparkling beverages and a plethora of toast. Aiming to reflect its cute, photogenic interior design, local design studio Radość Agency devised a bubbly combination of illustration and typography to lead the bar’s visual identity. In combination with a striking palette of pinks, the identity has been rolled out across glasses, wallpaper, neon signage and more.
Liv Luttrell, the Creative Director and Founder of the ‘wearable art’ fine jewellery house which bears her name, hopes her designs exude her physical presence and makeup. Designed and handcrafted with responsibly-sourced materials in London, each piece emphasises movement and elegance, with each standing alone instead of forming part of a broader, more traditional collection. The London-based design agency behind her identity, Everything In Between, chose to pay homage to her sculptural, modernist influences through a stripped-back, typographic approach. They selected Paul Renner’s Futura for her wordmark, extending its vertical forms to replicate the monolithic feel found in the work of artists such as Richard Sierra and Beverly Pepper. The result is as contemporary as it is classic, emphasising a purity perfectly reflective of Luttrell’s work.