Södra City

Södra City is leading the way to the city of the future. That ambition is the guiding idea in the graphic identity BAS ID has developed. The shape of buildings and the direction of the district form the word mark, typography and graphics.

The shape of the buildings functions as graphic elements, for branding and guidance.

Seasons in the city, along with its gray base palette, makes the colors of the identity.

A completely new area with both new, renovated, and old properties including offices, hotels, and residences. Here, a vibrant neighborhood is being created with a central location in Uppsala. A few blocks from the city center, between Juvelen in the north and Stadsparken in the south, a new district is taking shape. With its unique city location, it&#8217;s easy and natural to be part of a context both locally and internationally. The neighborhood will become a natural part of Uppsala&#8217;s new green pathway, focusing on the environment, health, and sustainability.
Vasakronan is driving the development of a sustainable district here, with forward-looking solutions and local engagement. They aim to be a significant part of the discussion around green health. Here, we make it easy to utilize climate-smart solutions, experience green environments, understand, and contribute to a circular system. A visionary neighborhood that inspires innovation. Visionary, humanistic, and an important part of the circular system.
BAS Scope: Strategy, brand platform, conceptual functions and commercial mix, concept, insight, vision, and concept development. Concepts for the different properties as well as an overarching vision and concept. Graphic profile and communication. In the project&#8217;s early stages, BAS led the process as a facilitator in workshops.
House architects: White Arkitekter 
Client: Vasakronan Uppsala

Södra City, a vision of a neighborhood where health, people, future businesses, and ideas come together.

Plantheque

Organically growing letters became a symbol for Plantheqe, describing the origins of ingredients and the joy of nature. The symbol is used on packaging in small format, digital and animated versions.

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Plantheque wants to preserve nature&#8217;s resources and mainly uses recycled and fully recyclable materials. 35-40% of the product&#8217;s packaging is made of PCR (recycled plastic) and all outer cartons are made of FSC-marked paper. All products are vegan and cruelty-free and the natural ingredients are environmentally certified according to the COSMOS standard.

Packaging design and design strategy for Plantheque.
A series of Natureceuticals, 22 plant-based skin care products, packed with environmentally certified and clinically proven ingredients that deliver tangible results on your skin, while being kind to the planet. The unique ingredient list became the decoration on the packaging with colours in a range of green nuances to create an inspiring bouquet that connects to each other. All ingredients are tailored to each individual ingredient &#8211; gently harvested or developed in the lab for ultimate planet friendliness.

Sunprime Protaras Beach

The lounge bar and pool area are well connected and create a relaxing meeting point with seaview.

The interior is reflecting the surrounding atmosphere of nature, but in a modern and minimalistic look. With natural materials and colors in contrast to a darker blue color. With new architectural elements a unique look is created, such as the pool tiling viewed from the pool area and from the hotel rooms above. The hotel is located in Cyprus and is one of the resorts in Sunprime collection for Ving.
Being a long-term partner to Ving, BAS constantly develops and designs the hotels located in the Mediterranean area, Canary Islands and Asia. Sunprime is dedicated to adults with high expectations of a relaxed holiday. The design and interior are adapted to the local ambiance and always features excellent sports activities, food and beverage and spa experiences.

Sunprime Protaras Beach, a hotel located by the beautiful beach and the crystal-clear ocean.

Sunprime Pollensa Bay

Our work includes concept and design for layout and all parts of the resort, including lobby, restaurant, gym, pool area. We have a holistic view from strategy to interior architecture and graphic identity.

To be able to present the project in an early stage we do 3D visualizations. These images shows rendering and result.

The Prime Lounge Suite offers a cozy patio where you can enjoy evenings in comfortable lounge furnitures.

The concept has a holistic approach to the rooms identity and implementation, it possesses work of both interior design and graphic design.

The style at Sunprime Pollensa Bay will be &#8220;Pollenca chic” and will offer a relaxed Mediterranean ambiance with a soft sandy touch. Designed in natural materials, dark wood, warm sandstone, and crispy linen textiles. The look is the perfect canvas for a stylish vacation. The long white beach of Alcudia Bay and the close walk to the charming old town of Alcudia is a strong inspiration and makes this resort unique for a relaxed holiday experience. BAS created style concept, interior architecture, and design.
Being a long-term partner to Ving, BAS constantly develops and designs hotels located in the Mediterranean area, Canary Islands and Asia. Sunprime is dedicated to adults with high expectations of a relaxed holiday. The design and interior are adapted to the local ambiance and always feature excellent sports activities, food and beverage and spa experiences.

Sunprime Pollensa Bay is located in Mallorca. It is one of the resorts in the Sunprime collection for Ving.

Sunprime Kamala Beach

Classic Suite are spacious one-room suites for two people. With dark woods in relation to white textile layers that create a calm atmosphere.

Sunprime restaurant by the sea. Throughout the project, we have worked with recycling and reusing the interior and furniture.

The interior offers a leisure and relaxed tropical atmosphere with materials and colors inspired by nature. Contrasts in dark wood, rattan and crispy white. Light textiles and plants for shade and freshness. Luxury in the sense of stillness, harmony and nature. A project where recycling and recreating design of interior and furniture has taken a large part, for a sustainable design process.
Being a long-term partner to Ving, BAS constantly develops and designs the hotels located in the Mediterranean area, Canary Islands and Asia. Sunprime is dedicated to adults with high expectations of a relaxed holiday. The design and interior are adapted to the local ambiance and always features excellent sports activities, food and beverage and spa experiences.

Sunprime Kamala Beach, in Thailand is one of the resorts in Sunprime collection for Ving.

Hemfrid

The website is an important touchpoint – both for sales purposes and as a service hub for Hemfrid&#8217;s existing customers.

With the introduction of eco-friendly cleaning products – Hemfrid took a step beyond its core business, primarily focused on services.

Hemfrid has continuously developed and expanded its brand with more services and new offers. Their latest &#8220;branch&#8221; is aimed towards garden services.

Hemfrid was founded in 1996 and has since made everyday life easier for thousands of households.
As the founder of the segment for household-related services and the mother of the RUT-deduction – Hemfrid clearly is a pioneer in its industry. 
By capturing and strengthening the company’s core values, BAS created a new identity matching Hemfrid’s rich heritage – yet being both innovative and modern.

Meet Hemfrid – Sweden’s first and largest company offering home- and family services.
An identity proudly made for a company that managed to turn itself into a thought leader in a self-created business area – and still is today.

The Dock Works

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Neapel erbjuder ett nätverkande, smart och framtidsblickande kvarter, fullt av liv. Ett socialt och inbjudande hus med hög effektivitet och professionell anda. Här finns utrymme både högt tempo och helt nytänkande service. Här finns allt för att göra medarbetarnas dag effektiv, men även ge inspiration, influenser och ny energi. Hyresgästerna får en kombination av moderna flexibla kontor och inspirerande, tillgängliga och nytänkande i publika ytor. Kvarteret lever 24/7. Vi bidrar till stadsmiljön genom nytänkande, service och puls och genom en tydlig omtanke om morgondagen.

Systembolaget

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The mission was to strengthening Systembolaget’s customer promise and deliver more of a specialist store experience than a volume outlet. Enhancing customer satisfaction, understanding the complexity of selling alcohol, and communicating the mission for Systembolagets were important tasks to solve.
The result was an inspiring and knowledge-driven “beverage library” with influences from Nordic design and based on customer insights. It inspires a more conscious consumption of alcohol through a customized shopping experience. This was made possible by Systembolaget’s unique knowledge perspective and with compassion as one of their guiding values. The first pilot store testing the concept is located in Gränby, Uppsala.

The assignment for Systembolaget was to develop both a new store concept and a new updated graphic identity.

Niqo Co.

Symbols to emphasize the product&#8217;s strength and highlight the nicotine content in a transparent and trustworthy way.

Pick n’ mix packaging for putting together five sensations. Wrapped in sturdy high-end packaging, with embossed details – creating an elevated look.

A white geometric canvas to highlight the brands within the world of Nico Co. The marketplace was design as a scene for sensations, with custom system for product displays, a café serving functional snacks and drinks and a flexible space for campaign activity.

Circular at its’ core. 
The modular system for the spatial concept was designed with a sustainable approach – using a bio-composite material which consists of 50% wood fibers and 50% polymers.

A tobacco free world, full of sensations. 
A trustworthy yet personal identity and spatial concept for a new type of marketplace for nicotine pouches – blurring the lines between a digital and physical brand experience.
Niqo Co. offer a wide assortment of top quality nicotine pouches, made in Sweden. Tobacco free products according to the latest standards and technology.
In close collaboration with the inhouse team at Swedish Match – we developed a holistic brand identity for a seamless experience through digital and physical space. The design concept is based on the visual heritage of the iconic can and the white pouches as signal for the tobacco free products.
The result was a contemporary and trustworthy identity and marketplace, allowing all hero products of Niqo Co. shine!
Credits 
<a href="https://bureaubrut.com/en/">→ Bureau Brut</a> 
<a href="https://xo.studio/photographer/fabian_bjornstjerna">→ Fabian Björnstjerna</a>

A tobacco free world, full of sensations. 
A trustworthy yet personal identity and spatial concept for a new type of marketplace for nicotine pouches – blurring the lines between a digital and physical brand experience.

Urban Escape

Urban Escape is unique in its kind, and hosts forward thinking companies with a global perspective, new lifestyle hotels, attractive shopping, an emerging food and beverage scene, a vibrant street life, and breath-taking views over the rooftops of Stockholm.
BAS’ assignment covered brand strategy and graphic identity, building a desired position for Urban Escape in the new category of “city spaces”. Fundamental to our design-work was to create an identity with a dynamic and unique expression, balancing the need to be both distinct and yet welcoming to all people living, working and visiting the space.

Urban Escape is Stockholm’s new city space at Brunkebergstorg and Gallerian.

Sunwing Resorts

The Sunwing Resorts are located in popular areas and at the best beaches in Spain, Greece, Turkey and Thailand. We have conceptualised and designed many rooms with terraces, balconies and private pools, some great family restaurants, a la carte and buffet, with fantastic views, functional and inviting public areas, appreciated Teen Lounges and fun Minilands for the youngest. We have designed fresh and super modern gyms, fitness areas, and Spa’s with all the latest trends in mind. Our mission is to always work with the Sunwing family as a target group, with a high level of design and comfort. The Scandinavian Design is one of the success factors, welcoming and familiar.

BAS has for many years worked with Sunwing Resorts, by Ving, to develop the concept and to design and develop the conceptual parts.

Sunprime

Patterns, graphic language, image identity and colors could be used both for decoration, navigation, communication and prints.
BAS has in addition to graphic identity and implementation also worked with the design and architecture at the resorts to aline with conceptual ideas. The design concept is created to attract both the Scandinavian and European market.

A new graphic identity made the Sunprime concept visible both at the resorts and in communication. Impact and holiday vibe was created through a flexible and playful identity toolbox that could be implemented at all resorts.

O.B.C.

The idea with O.B.C. is to create a hotel where details matter, where there is room to relax and where family life is in focus.

O.B.C. is a successful hotel concept uniquely created for Ving.

Hemfrid Office

By capturing Hemfrid’s brand values, we wished to create a cohesive experience and created a physical environment illustrating Hemfrid’s personality being warm and joyful, folksy and for everyone. By other means a modern, classic and joyful office! Hemfrid and BAS has also collaborated in creating Hemfrid’s graphic, linguistic and visual identity. In addition, packaging design for Hemfrid’s range of cleaning products. View case at http://basid.se/case/hemfrid/

We are proud to present our work for Hemfrid’s new head office – Sweden’s first and largest company offering home- and family services.

Sandvik Coromant Center

Sandvik Coromant builds and shares unique knowledge and innovative strength that increases their clients’ level of productivity and quality. The new Innovation Center in Sandviken marks the debut of a new way for visitors to experience Sandvik Coromant with body and mind. It will enable Sandvik’s innovators and knowledge experts to interact and collaborate with each other in modern and inspiring physical environments and digital interfaces.

Sandvik Coromant is the world leader in developing tools and methods for the metal-cutting industry.

Ringen

To renew Ringen’s position we started by creating a new galleria concept. By capturing and strengthening the characteristics of Södermalm, we created a unique galleria, with its own local feel. Ringen is ’Quirky’ and ’Imperfect’ and likened to a patchwork.
One part of the process in developing Ringen was to develop a new graphic identity to match the new strategy and concept, as well as the attributes of Södermalm. The identity toolbox is now a strong carrier of the brand in all kinds of interaction and enhances the experience of Ringen. Welcome to our backyard with a quirky edge.

Ringen is a city district galleria in Södermalm, Stockholm, owned by AMF Fastigheter.

Thomas Cook Head Office

It is designed to build the brand experience and at the same time enable people working co-creating in the public areas. It is about people, meetings and culture. Openness and cross functions are important parts for a modern working space.
The design is inspired by the resort concepts developed by Thomas Cook. Inspiration from sun, sand and ocean creates an atmosphere that is relaxed, friendly, still efficient and professional.

The new head office for Thomas Cook Northern Europe reopened 2017.

BAS Office Space

For our clients we design lasting interiors that express the essence of their companies, inspire employees and promote well-being while meeting the social and functional needs of their organizations. 
When developing our own BAS office, we had a chance to realize all our ideas on how best to work, meet and create.
We found a dark, unexplored and run-down space that had been used as an archive and turned it into one of the most interesting office spaces in Stockholm. All surfaces and constructions were pulled down and replaced with modern materials. Furniture and décor became a mix of our own design and brands we like to work with. We were challenged to make use of the limited natural light while creating ambiance by using innovative materials and color schemes to make darker areas perfect for co-creation as well as a lab. Benefiting the way we work at BAS, meeting rooms, lounge and other social areas became the heart of the office.
If you are just curious or want to know more about how to change your company’s built environment, give us a call or visit us at Blekholmsterassen 36.

At BAS we believe a well-designed workplace is not only a physical and visual showcase of a company’s philosophy, brand identity and values but an environment that enables people to meet, interact and work in new ways promoting efficiency and social interaction as well as encouraging new ideas and attracting top candidates.

Plivit

BAS’ assignment covered brand strategy, product and range strategy, graphic identity and packaging design. One of the main objectives was to move the products from the ethno shelves to the main category shelves of our most well known food retailers. The aim was to attract a new target group of curious and food-loving people, those who are inspired by new flavours and recipes and appreciate authentic food culture. The design concept is based on a modern, crafted and bold expression, balancing the proud heritage of Balkan culture and love for good food with Scandinavian simplicity.

Plivit is a food producer and distributor with their roots in the Balkan area, targeting the curious and conscious food-traveller.

NK Women’s Shoes and Accessories

Together with our client Venue Retail Group, BAS has created a retail concept turning to stylish women expecting a unique shoe-shopping experience highlighting a unique front edge assortment in high fashion, presented in an inspirational and welcoming manner.
The style builds upon a soft geometrical feeling where harmonised choices of materials provide a frame for an exclusive and natural colour palette. With a design that expresses itself through big geometrical shapes in furniture and interior deco, BAS has created a space divided into different areas. Fascinating accessories and props make the store experience vivid and interesting.
BAS has been involved in all stages: retail strategy, concept development and roll-out support.
NK Women’s Shoes &amp; Accessories is situated at NK, the most luxurious and well-known department store in Sweden. The new store opened in 2018 and is situated on the ground floor of NK in Stockholm. Represented brands are for example: Jimmy Choo, Lanvin, Tod’s, Hogan, Sergio Rossi, Acne, See by Chloé, Alexander Wang, Rizzo, ATP Atelier, Eytys, Mulberry and Kenzo.

NK Women’s Shoes and Accessories is the new meeting place for shoe lovers in Stockholm, a shopping-landmark in Stockholm and an international destination for inspiration and passion for shoes.

Kasthall

A spectacular store with a natural, raw elegance enhancing the softness of the products. Keywords are innovation, durability, craftsmanship and personal expression. Raw concrete floors, dark natural colours inspired by the old factory are combined with new technology and innovative solutions for carpet display and samples. To create news and attract new customer groups, a concept has been developed where Kasthall collaborates with exciting artists where the only limitation is a format of 3×3 meters. First up was the famous designer Sandra Backlund.

A new artistic scene in Stockholm displaying unique carpets for the international market.

The assignment included working on the company’s graphic and linguistic identity and developing a series of packaging solutions, including carrier bags, labels, packaging, wrapping paper, stickers, brochures, scented candles etc. In addition to the logo, which was unchanged, we helped develop a new design environment in terms of words, images and typography and a hand-drawn symbol with oriental inspiration was added to create a range of patterns. The approach is based on a collection concept in which the elements are the same, yet different. Bohemian, and never corporate. No two elements are identical, but they complement one another and are held together by a clear design strategy based on storytelling in the true Bohemian spirit of “old luxury”, which goes to the very heart of the brand. The expression is largely based on beauty, attention to detail and the joy of discovery. Craftsmanship and the ambition to add that special touch can be found in every application and each piece of text.

DAY Birger et Mikkelsen is a Danish fashion company with collections for women, men and home interiors. They are represented in over 1,000 stores in 25 different countries.

Teatern

Together with AMF Fastigheter and Ricard Constantinou, BAS has challenged the idea of a food court. Teatern is something completely new, a destination beyond the ordinary. BAS has been highly involved in all stages for both concept and graphic identity, from idea to design and implementation.
Welcome to Teatern, we hope you’ll like it!

We are proud to introduce Teatern, a new food scene at Ringen, Skanstull. A food scene where ten of Sweden’s top chefs will present their take on fast food.

Fitness24Seven

The gyms are open to members at all times. However, the gym is only staffed daytime. This creates challenges, both when choosing materials that are sturdy and easy to maintain and when creating wayfinding and conceptual communication for the different gym features.
Materials, colours and lighting are arranged in straightforward ways to gently nudge members through the different gym zones. Bold graphics and a seamless wayfinding system from digital device to the final work out destination in the gym adds to the experience.
Fuss free, fun and always open means some features needs to shut down but still look nice and attractive. The reception has a wayfinding ”content” menu which corresponds to digital platforms. The F24S Shop can be folded together when unmanned and yet the vending machines and charging station are always open.
A fuss-free navigation system, from your digital device to the gym destination. Easy to find and always open. There are lots of future possibilities to develop personalized digital gym solutions.

Working out in the new F24S gym concept should be a fun and fuss-free experience for the members – and whenever they want to visit the gym. Fitness24Seven is the fastest growing gym chain in the Nordic, Poland, Thailand and Colombia, with over 200 gyms. Open 24/7.

The Lobby

Together with AMF Fastigheter, BAS has challenged the idea of experienced-based shopping and click n’collect. The Lobby is something completely new, a destination beyond the ordinary where you can try out a new type of customer journey, try out digital shopping techniques, launch products in combination with hosting an event and even enjoy a glass of cava in the bar.
BAS has been involved in all stages: brand strategy, retail strategy, concept development, graphic identity and implementation.
So if you are curious about the next big thing in tech, fashion, design and lifestyle – welcome to come visit the ever-changing Lobby at Regeringsgatan 61 in Stockholm.

The Lobby is a concept house. A retail destination. An ever-changing marketplace with selected international and Scandinavian brands and an edit section curated by some of the most prominent people in the business. It’s developed by BAS in close collaboration with AMF Fastigheter.

Kicks

Kicks (Packaging)

It is designed to be recognised and stand out in all media where it will be exposed, in-store, webshop, PR and in social media for example. When displayed together the whole packaging range creates a dynamic and playful expression.
The circle comes in metallic shades that define the effect (shade) of the product. The packaging is printed with embossed text and flat foiled to have a tactile feel. Typography and the new logo were developed to work optimally for the brand&#8217;s private label.

This new self-tan product series for KICKS is built on a graphic, simplistic still very visual design idea.

Synsam

With a new way of thinking, Synsam renew, challenge, and develop the business with a developed customer focus. The ambition is to change the customer&#8217;s attitude to glasses from an occasional necessity-oriented purchase to a more frequent inspirational purchase of accessories with a high fashion level. The pilot store includes both analogue and digital new functions and the customer journey is therefore unique and seamless.

The new pilot store for Synsam takes the big leap from being a traditional optician’s shop to a modern life-style retailer

KICKS Beauty 

KICKS

The new identity was created to reflect the playfulness of beauty and make-up as well KICKS’ company culture. It is inspiring and dynamic and works seamlessly for all touchpoints, digital as well as physical. It is playful and comes alive in both motion-based media and print. BAS ID created a new logo, typeface, colours, illustrations, and a new symbol to work together with the logo. The brand’s inherent joie de vivre is strengthened by the new identity and gives the KICKS brand a contemporary expression. KICKS is a Nordic market-leading retail chain in beauty. With the new identity and brand platform, the brand strengthens that position to reach even more beauty and make-up-loving customers.

Together with BAS ID, KICKS has launched a new graphic identity.

IKEA Food

IKEA FOOD

The new products are launched in IKEA stores globally and add elements of inspiration and joyful discovery. All ranges are unique in design and are communicating a story about Swedish phenomenons and traditions.
Working with IKEA Food, BAS has produced strategic design packaging for all of IKEA Foods assortment types inspiring communication and the history around Swedish Food Culture and Swedish phenomenon. The store assortment has also been distributed in an entirely new way that will challenge the traditional assortment methods making it easier for customers to find what they are looking for.
The idea is built with a playful attitude in mind and the revised design in combination with the storytelling will build curiosity around the new products. The theme has obvious connections to food with a whimsical underlying tone.
The focus has not only been on the store and product design, in parallel IKEA Food have developed their product assortment with a strong focus towards health, environmental awareness, quality and value for money. More products are planned for launch over the coming years so be sure to keep an eye out for some delightful surprises when you visit IKEA Food.

IKEA Food has developed the new packaging design together with BAS.

Beckers 

Beckers is since 1865, one of the leading producers of quality indoor and outdoor paint in Scandinavia. They are also distributed in Eastern Europe and China.
Together with Beckers, BAS ID has created strategic design packaging for the global assortment across 120 products and 17 different categories. The task was to make it easier for the consumer to find the right product and strengthen the brand’s premium position to both professional and consumer target groups. But the focus was not only on product design, the assignment also included assortment strategy and name development of sub-brands and product lines. The first designs are already out in the stores, but more launches are planned over the coming years so stay tuned.

Beckers Living is one of Beckers Product Line Brands which includes wall, ceiling, and lacquer paint for indoor use. The visual design is inspired by the process of picking the perfect colour, mixing and matching different samples to get the perfect shade.

Garant

The concept is based on bold and innovative design that highlights each product line ahead of its own brand. Garant is targeting savvy, knowledgeable consumers. Consumers can comment on and rate the products on the website (www.tyckomgarant.se). Axfood can then produce what the customers want – a completely new way of working with private brands. Sales are breaking records, with Axfood’s share of private brands at an all-time high, and a huge number of consumers are actively involved via the website.

Garant is a high-quality brand owned by Axfood and sold in their own stores – Hemköp, Prisxtra, Vi and Willys

Ölstudion

The concept is developed with Systembolagets main conceptual idea and store concept in mind, in terms of responsibility and knowledge. Despite that, the store experience of Ölstudion is somewhat unique, to say the least. A range of carefully chosen materials and detailed graphics helps create an elaborate and functional canvas for the many colorful products.
It’s a balancing act between promoting the uniqueness of Ölstudion and at the same time have a strong resemblance to Systembolaget. Ölstudion is a social hub which encourages both interactivity and knowledge-exchange throughout the entire concept. The store will be open for a limited period of three years with constant development, tests and evaluation.

In November 2020, Systembolaget first opened the doors to ’Ölstudion’ – a brand new concept store mainly dedicated to beer.

Fältöversten

To renew Fältöversten’s position we started by creating a new galleria concept. By capturing and strengthening the characteristics of Östermalm, we created a unique galleria, with its own local feel. Fältöversten is ’Tradern’ and ’Urbane’ with a golden lining. Here, everyday feels like a Sunday.
One part of the process in developing Fältöversten was to develop a new graphic identity to match the new strategy and concept, as well as the attributes of Östermalm. The identity toolbox is now a strong carrier of the brand in all kinds of interaction and enhances the experience of Fältöversten.

Fältöversten is a city district galleria in Östermalm, Stockholm, owned by AMF Fastigheter.

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