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.

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.

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.

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.

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.

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.

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