Klädesholmen – Brand Identity

Four competing family companies, since many generations, merged into one. They became Sweden’s largest *Swedish-owned herring producer and they needed a complete new brand identity. Everything from logotype to trucks and herring jars. The company is situated on the island, with the same name, Klädesholmen on the west coast of Sweden. I was responsible for the art direction, design and photo direction.

I started the assignment by spending time on the Island, in the factory and in the office, talking a lot with managing director Per-Aste. I wanted to get to know the soul and long history of the ”new” company.

The logotype and the whole brand identity expresses the long tradition, proud craftsmanship, the ambience of the island itself and at the same time the modern company that Klädesholmens Seafood are today.

Made during the time I had my own company, in collaboration with strategist, project manager and final art at brand agency Grow.

Photographers: Jacob Karström, Lena Koller and Fabian Björnstierna.
Food stylist: Cilla Göthlinder. Herring illustration by Inga-Karin Eriksson.