SCANDINAVIA FORM founder Eva Levin and her collaborator Attila Kiraly (creative director of the project) joined us at Zenit Design to uncover the drivers of the brand that could lead it to the next level. This was where ‘Nature’s Raw Form and Shape’ was identified as the key foundation for the brand. With the idea of exploring the brand together and seeing the different aspects and perspectives the workshop ended with a myriad of thoughts and tracks.
As still quite fuzzy there was a need to take these very conceptual thoughts and build them into something actual and usable for the next steps as the work commenced at Zenit. The brand platform was refined and developed and became, as it should, the steering force of the project.
'Nature’s Raw Form and Shape' create a genuine feeling of authenticity. Nature’s built-in balance and harmony guide us to be as close to true nature as possible. “Form” is the way in which an object exists or appears – and to us, it is an ever-changing playground, with endless possibilities of shapes, sizes, colours and uses. Brand material in forms of; logo, illustrations, color palette, names and a code system for the packaging to display size, material, color and product was designed.
The logotype demonstrates a straight-forward, simple, and no-nonsense attitude. It indicates a sense of honesty and sensibility that SCANDINAVIA FORM stands for as a brand. There are no decorative elements distracting the eye or clouding the message. The word “Scandinavia” has letters modified in order to manifest the openness that the brand stands for. The word “Form” carries an additional line weight and highlights the design aspect of the brand.
SCANDINAVIA FORM’s color palette is nature’s palette. Throughout the course of the year, nature’s colors vary and adapt to constant change. There is a sense of rawness as new life sprouts, blooms, dies, and decays. Even the color of soil, rocks, and minerals change throughout the course of a day, depending on sunlight — all of which is a part of nature’s form. SCANDINAVIA FORM’s colour palette comes to life in the photos: different settings and lighting bring about new colours just as they do in nature.
Nothing in nature is put to order. Let it be messy — every element of nature is valuable. Nothing is out of place. This will create conflict and make the composition dynamic
There are infinite possibilities when it comes to finding the right packaging for a product. Choosing a solution that is right for the experience of the product and stands true to its values, while at the same time is well bounded within the constraints - logistics, price, shelf presences, communication, finish to mention a few - of its context is what makes the process challenging.
There are always non-negotiables in a packaging project and before us it was price per box and to keep a high level of sustainable materials while making sure Eva’s glass vases kept pristine all the way from its birthplace to its forever home. Materials and shock absorber were aligned with the brand platform and “Nature's Raw Form”.
For the inner and carrying material of the packaging we chose a corrugated fiberboard with visible flutes. The flutes are best explained as raw carton waves and the texture playfully enhances the identity - 'Nature's Raw Form and Shape'. Covering the box is a 250g white sleeve with a print that shows a combination of the untouched photograph and logo, illustrations and more. The combination of the inner raw material and the outer exclusive sleeve perfectly reflects the brand balance of rawness and sophistication and to protect the delicate vases inside we used shredded paper that originally was waste, which was an obvious choice of material for this brand. Photos for the packaging were left untouched and evoke feelings of the earth, roots, dirt, and plants. The logo and other graphics together with the photograph provide a nice balance between reality and digital illustrations.
The iconic vases that was created pre brand are as if they are part of nature. The code system allows every vase model to have the same packaging without compromising logistics for retailers while saving resources and unnecessary costs. Zinc, iron, tin or copper which inspired another experience level by building the code based on the periodic system. SCANDINAVIA FORMS’s new packaging line is out in stores and the company has gone from a start-up to an established design brand and business.
All of the above resulted in a comprehensive brand manual as base for the updated brand identity with foundation in the company base values and manifesto, which is seen on their scandinaviaform.com website as well.