Mount Agency and Walk combine to create the identity for cultural hub Maltfabrikken
In the Danish coastal town of Ebeltoft stands a factory building that was once an international supplier of malt. However, in 1998 the red industrial building, that had been running since 1861, closed down and was set to be demolished, with a new shopping centre set to arrive in its place. Luckily, before it went ahead, a group of local entrepreneurs saw potential in the old building and raised enough money to buy back the former factory.
The Malt Factory, or Maltfabrikken in Danish, is set to reopen in 2020 as a cultural hub with a microbrewery, coworking space, museum, concert venue and library. Maltfabrikken is a collaborative, open-minded, hospitable incubator for the development of creative people in the local community. It is a place for people and businesses to meet, connect and grow.
Local studios Mount Agency and Walk collaborated on Maltfabrikken’s identity and brand strategy, developing a conceptual narrative based on fusions. The visual language combines architectural shapes and human warmth; taking inspiration from the industrial surroundings and creative residents. The identity is led by an abstracted M logo that adapts to the different surfaces it inhabits, playfully referencing the ever-shifting diversity within the building. Fabrik Medium Expanded, a bespoke sans serif with blocky characters, was designed to work in harmony with the logo and is used for both the uppercase wordmark and headlines.