The purpose of this study was to develop a visual identity for the lunch and
catering restaurant Kök Nyström. The identity would then be compiled into a
visual manual. The work was conducted using the process model “Design &
Creation”.
Through an interview with the client it was understood that the identity was to
mediate the key values, “genuine crafts,” ”simplicity,” and ”quality,” and the
catchwords “uncluttered,” “soft shapes,” and “not too much details” for the
design work. An external analysis of local competitors’ websites was conducted
to map out themes in their visual identities and what parts the authors found to
be appealing and unappealing.
Based upon the gathered information the different artefacts of the visual identity
(logotype, typeface, color palette) was designed. These were tested on the client
for feedback and adjusted based upon this. Afterwards the visual identity was
tested on a focus group of professionals in the field of graphic design to clarify
whether the visual identity was perceived to signal the company’s key values in
a clear manner, which was found to be the case.
The results were a coherent visual identity consisting of a new logotype,
typefaces, and a color palette for Kök Nyström.