Astrae studio brings a touch of supermarket fun to its sophisticated identity for Danish concept store, Grocery [Video]

In collaboration with Harvey Wise and Valdemar Juul, Carl aimed to blend these different functions into a “dynamic design system that encapsulates both the technical and the organic”, leaving enough room for the boundaries of the new identity to be pushed as the brand moves forward. The studio arrived on a collection of new visuals for the store that sit within a background of structures and grid systems that make use of cross symbols, that take from the humble crop mark, to frame type and image. Through the use of this simple visual motif, the studio hoped to distinguish the store’s products “in a recognisable yet understated way, providing a consistent but subtle branding element”, Carl shares. “We aimed to create a third element apart from the logotype and logomark, that could be used in situations where the Grocery brand doesn’t need to be the focal point.”

Choosing typography to …