Vivi Sumpton Design

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A new Italian pharmacy brand is born – FELIA Farmacie!

Yellow, warm and radiant, it’s a true vitamin injection for an otherwise cold and sterile pharmacy sector. A brand that will challenge and improve the traditional customer experience by emphasising well-being. A pharmacy you will visit because you’d like to and not only because you have to. Taking inspiration from the Italian deli we create a joyful browsing experience that provides the customer with the best advice, products and services – wherever you are, whenever you need.

The first pharmacy opens in April 2023 and the goal is to have 350 stores by 2030.

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Brand Identity:
Vivi Sumpton Design

Interior Concept:
Studio Cilla Pettersson
Studio Peter Lundbergh

Illustrations:
Erica Jacobson / CharlieCharlie

Photography Interior:
James Crisp

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Background
Waynes is a Swedish coffee chain that launched in
Stockholm in 1994, introducing American coffee-culture
to the Swedish public. The company has since expanded
massively and now has over 100 branches in Sweden
as well as in other countries all over the world, such as
China, Germany, England, Vietnam, Jordan etc.

Challenge
The rapid global growth of the company had called for
an urgent need to strengthen the brand as well as
communicating its Swedish roots. Apart from looking
dated and cluttered, the American look and feel both
in terms of visuals and interior, had become confusing,
making it difficult to depict the brands origin or what it
stands for today. It had lost its identity, becoming a bland
brand amongst many in its field without much differentiation.

Solution
Waynes being so strong on organic and fair-trade
products has been an important component in creating
the new identity. Instead of, as before, just talking about
it we wanted it to be experienced – through great
photography, a fresh bright colour palette, bold graphics
and hand-drawn humorous illustrations. Together with
Waynes’ Swedish heritage this makes up the core of the
new brand identity – all conveyed with a human touch
and a playful twist.

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In collaboration with Sara Böttiger (Studio Böttiger)

Interior concept: Cilla Pettersson (Studio Cilla AB), Peter Lundbergh (Studio Peter Lundbergh AB) / Copy: Lotta Ekberg (Lotta Ekberg Copy AB) / Illustrations: Alice Meteignier / Photography: Susanna Blåvarg

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Concept and design for an entirely new product category,
corn chips!

Since the name plays a key role in establishing this new category, a logo was developed to create a strong coherence across the range, and also across other marketing materials. As this is a new launch we wanted to highlight the actual product on the packaging, placing it at the center with a strong focus on conveying both its crispiness and wonderfully bold, intense flavours.

Photographer: Helen Pé
Styling: Emelie Hultberg
Creative re-touching: Cecile Hallberg

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A new tasty look for Estrella’s range of classic crisps!
All of the 15 existing flavours now get a brand new design, as well as new flavours to come!

The brief (and the challenge) was to create a design that is easily recognizable and that both strengthens the brand and sets Estrella apart from other products in the category – without losing customer recognition.

The idea is based on the white star-shaped bowl, which is photographed from above. It’s a shape so strongly associated with the brand, while also framing the crisps and ensuring they look great against all sorts of different coloured backgrounds. Each colour represents a flavour over which the exploding ingredients tickle the taste buds in a fun way.

With the new design, the number of inks per pack has been reduced and the back is designed to reduce the ink coverage – important parts in Estrella’s sustainability work.

The new concept is also being launched in Finland.

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Creative Retoucher: Cecile Hallberg, CH Graphiste
Photographer: Helen Pé

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Packaging design for Felia’s private label. The arch, derived form the logo and used on touchpoints throughout the identity, is also the key feature of the packaging concept.

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Packaging design for Hemtex, Sweden’s leading high street chain for home textiles.

The project involved updating two of their existing lines, the ordinary and premium ranges. As well as working on the graphics, we removed the plastic packaging, replacing it with paper wrap-around labels. More tactile for the consumer, less reflections in-store, and above all, better for the planet!

Project collaborator: Studio Böttiger

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Hammars Bryggeri is a small craft brewery in Sweden creating award-winning and world-renowned tonics.

The design is based around the vinyl – a nod to the owners keen interest in music and the leisurely mood
in which the drink is consumed.

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Illustration: Jens Magnusson
Photos: Andreas Lindeke

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Tempo is a supermarket chain in Sweden rooting back to the thirties. Last time the identity was re-designed was in the late ninties.

The assignment was to revitalise the identity whilst keeping the logo. However, the logo itself was part of the problem as it was perceived as both dull and dated by traders and customers alike. The solution was to remove the box and only work with the re-drawn wordmark for a lighter and more contemporary look.

The green colour has been refreshed and a light, pastelly colour palette has been added to complement it – which has also been picked up in the new imagery. Symbols and graphics have been given a hand-drawn feel to reinforce the familiar and friendly personality of the brand.

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In collaboration with Cogs Creative.
Art Direction photography: Gabriella Frankander
Photographer: Linda Ydemar

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Packaging design for Nordiska Galleriet's own collection, including eight products from designers Monica Förster, Matti Klenell and Axel Bjurström.

The pattern is inspired by the classic black and white checkered floor that is such a significant feature of
the store.

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Identity and packaging

Since its start in 2013 the restaurant Bun Bun has served Stockholmers award-winning East Asian street food. They run two small restaurants and offer take-aways as well as eating in.

In 2022 they launched their own sauces – in this way they’re in control of the content and can guarantee that the taste experience remains great even outside of the restaurants.

For a small player with a limited budget, each touchpoint that carries the brand becomes incredibly valuable. Therefore a concept well rooted in Bun Buns personality and visual identity was developed, resulting in a design that is easily recognisable and that looks just as great on the shelf in the restaurant as it does on the kitchen table at home.

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Estrella has over the years had a variety of cheese products, though always under separate individual concepts. Now, these products have been brought together under one concept with a strong, cohesive design – a move aimed at better showcasing Estrella’s delicious cheese range while also making it easier for consumers to find them on shelf.

In the first few months sales increased by an impressive 52%!. Although partly due to a successful PR-campaign, it also demonstrates how strong packaging design can help revitalize a stagnant category, spark curiosity, and – most importantly – drive sales.

Photographer: Helen Pé

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Signage and graphics for new restaurant concept for Max developed by Wingårdhs Arkitekter.  

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Concept and design for this newly launched product from Hammars Bryggeri. Birch sap is a completely natural drink that is harvested a few weeks each spring, just before the birches bud. Inspired by nature and the birch itself, the idea was to create something imaginative and fun, where colours play a key part in communicating the different flavours.

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Illustrations: EdholmUllenius

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Merchandise for singer/songwriter Frida Hyvönen.

Photos: Elin Berge

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Re-design of Estrellas Sombreros. A fun, colourful and vibrant design was developed to echo this tasty Mexican-influenced cornsnack!

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Illustrations by Bene Rohlmann

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Hammars Bryggeri is a small craft brewery in Sweden
creating award-winning and world-renowned tonics.

The design is based around the vinyl – a nod to the owners keen interest in music and the leisurely mood
in which the drink is consumed.

For the Limited Edition-range (co-labs with various
gin-makers around Sweden) the vinyl is coloured
(of course…).

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Illustration: Jens Magnusson

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Concept and design for a new product range from Estrella, one of Sweden’s oldest and best loved snacks brands.

As flavoured peanuts is a fairly new product category in Sweden, the idea is based around the split bowl, clearly showing both the nuts and the flavour. The background is also split into two vertical colour fields, further enhancing the flavours as well as being a strong graphic feature on the shelf. Together with lovely photography the aim has been to create an attractive and tasty packaging that is as instantly recognisable in the shop as it is pretty lying around in your home waiting to be consumed. Enjoy!

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Photography: Helen Pé

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Branding and labels for french wine-producer La Pierre.

The Bronac Family, owner of the La Pierre estate since 1783, work with a passion to share the authenticity and heritage of the terroir of the Forez plain, producing elegant and refined wines. 

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Packaging and promotional images to support the
release of a new range of chicken products to be
sold in supermarkets.

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Photography: Pelle Bergström
Styling: Elin Åström

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Logotype and identity for online
gaming company based in Stockholm
and Manchester.

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Updating Åhléns visual identity, including a new packaging concept for their own branded products. 

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Agency: Stockholm Design Lab

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Illustrations for children's packaging range.

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Agency: Stockholm Design Lab

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Concept and design for Estrellas Christmas packaging.
The ambition has been to create a design with great commercial impact and at the same time do something that is traditional, classic and beautiful. A packaging that is bold enough to stand out in the supermarket and at the same time looks really nice and seasonal at home.

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Photo: Helen Pé

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Name development and branding.

Dockstr offers an online marketplace
for equipment and services for the
marine and energy industries.

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Label for this traditional Swedish Christmas drink from Hammars Bryggeri, a small craft soda brewery. This premium edition has been aged for four years in Swedish oak whiskey barrels!

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Photography: Andreas Lindeke

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Campaign Lyxshake 2014 + 2015.

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Photography: Pelle Bergström
Styling: Elin Åström

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Concept development and packaging design
for IKEA Food. Also sales material, promotional
images etc.

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Agency: Stockholm Design Lab

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Food photography: Wolfgang Kleinschmidt
Food styling: Cilla Göthlinder

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Visual identity for Cubus.
Retail concept by Thomas Eriksson Arkitekter.

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Agency: Stockholm Design Lab

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Visual identity for Norrlandsoperan, based on a playful provocation that reflects Norrlandsoperans's personality and vision to be a platform for new, exciting expressions. 

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Agency: Stockholm Design Lab

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In 2006 FöreningsSparbanken became Swedbank. A new colour scheme reflecting the brand values (whilst also setting them apart from their competitors), a custom-made font and a strong image concept made up the core of the visual identity.

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Agency: Essen

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Brand images: Nicho Södling

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Packaging design for a new range of
matured premium cheeses by Kvibille.

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Agency: Identity Works

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Communication for Mall of Scandinavia-branch.

Photography: Pelle Bergström
Styling: Cattis Aronsson

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Re-designing to the company's logo to
better reflect the current product range.

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Agency: Stockholm Design Lab