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- Industry:
- Culture
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- Client:
- Innovasjon Norge
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- Awards:
- Merit Award, ADC, 2020
- Diploma, Visuelt, 2020
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- Category:
- Brand Strategy
- Brand Positioning
- Brand Experience
- Brand Identity
- Sound Design
- Motion Design
- UX/UI Design
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- Related projects:
- Smaks Sans
- Amerikalinjen
- Fremtind
- Amerikalinjen
Matstreif is a food festival taking place in Oslo, Norway. In 2019 they wanted to attract more people to the festival. The need for a stronger, different and more modern identity emerged. The identity aims to be visually striking in both Oslo and Norway in general - an active approach to reverse the trend of declining visitor numbers. The festival and identity is filled with life, taste, humor and energy. As a frame of reference, we found inspiration in the established category language of music festivals. The farmers, their origins and food are put in the center and became rock stars for the weekend. Ingredients we have put to use: A custom typeface, Smaks Sans (directly translated Sans of Taste), a variable type that was kneaded out across all formats. A distinct illustration style. Vibrant colors, inspired by our taste senses. Tasteful, humorous tone of voice. A unique sound and music profile and a documentary-esque photo style. Put together the identity and festival hits all our senses. A vibrant and flexible identity that constantly changes taste, texture and pace. It was great fun and as a bonus visitor numbers increased dramatically.
Norway’s largest food festival
Innovation Norway organises Matstreif, one the largest food festival in Norway. It provides an opportunity to food and drink producers from across the country to showcase their best work to an audience of food lovers. They’re growing every year, and hoped for a refresh that would transform Matstreif from a food market to a true food festival. As a frame of reference, we found inspiration in the established category language of music festivals. The farmers, their origins and food are put in the center and became rock stars for the weekend.
- Brand Strategy
- Brand Positioning
- Brand Experience
- Brand Identity
- Sound Design
- Motion Design
- UX/UI Design
![Matstreif Visuals 01](/uploads/images/05-Work/Matstreif-New/_free6/Matstreif_Visuals-01.png 2600w, /uploads/images/05-Work/Matstreif-New/_free5/Matstreif_Visuals-01.png 2200w, /uploads/images/05-Work/Matstreif-New/_free4/57962/Matstreif_Visuals-01.jpg 1800w, /uploads/images/05-Work/Matstreif-New/_free3/Matstreif_Visuals-01.png 1400w, /uploads/images/05-Work/Matstreif-New/_free2/Matstreif_Visuals-01.png 1000w, /uploads/images/05-Work/Matstreif-New/_free1/Matstreif_Visuals-01.png 600w )
![Matstreif Visuals 03](/uploads/images/05-Work/Matstreif-New/_free4/57964/Matstreif_Visuals-03.jpg 1800w, /uploads/images/05-Work/Matstreif-New/_free3/Matstreif_Visuals-03.png 1400w, /uploads/images/05-Work/Matstreif-New/_free2/Matstreif_Visuals-03.png 1000w, /uploads/images/05-Work/Matstreif-New/_free1/Matstreif_Visuals-03.png 600w )
Identity ingredients includes a custom variable type, kneaded out across all formats, a distinct illustration style and a vibrant color program
![Matstreif2019lørdag 145](/uploads/images/05-Work/Matstreif-New/_free6/Matstreif2019lørdag_145.jpg 2600w, /uploads/images/05-Work/Matstreif-New/_free5/Matstreif2019lørdag_145.jpg 2200w, /uploads/images/05-Work/Matstreif-New/_free4/Matstreif2019lørdag_145.jpg 1800w, /uploads/images/05-Work/Matstreif-New/_free3/Matstreif2019lørdag_145.jpg 1400w, /uploads/images/05-Work/Matstreif-New/_free2/Matstreif2019lørdag_145.jpg 1000w, /uploads/images/05-Work/Matstreif-New/_free1/Matstreif2019lørdag_145.jpg 600w )
In addition, we included guidelines for their tone of voice and a library of whimsical onomatopoeias
![Matstreif2019lørdag 111](/uploads/images/05-Work/Matstreif-New/_free4/Matstreif2019lørdag_111.jpg 1800w, /uploads/images/05-Work/Matstreif-New/_free3/Matstreif2019lørdag_111.jpg 1400w, /uploads/images/05-Work/Matstreif-New/_free2/Matstreif2019lørdag_111.jpg 1000w, /uploads/images/05-Work/Matstreif-New/_free1/Matstreif2019lørdag_111.jpg 600w )
![Matstreif2019lørdag 060](/uploads/images/05-Work/Matstreif-New/_free4/Matstreif2019lørdag_060.jpg 1800w, /uploads/images/05-Work/Matstreif-New/_free3/Matstreif2019lørdag_060.jpg 1400w, /uploads/images/05-Work/Matstreif-New/_free2/Matstreif2019lørdag_060.jpg 1000w, /uploads/images/05-Work/Matstreif-New/_free1/Matstreif2019lørdag_060.jpg 600w )
![Matstreif2019lørdag 146](/uploads/images/05-Work/Matstreif-New/_free4/Matstreif2019lørdag_146.jpg 1800w, /uploads/images/05-Work/Matstreif-New/_free3/Matstreif2019lørdag_146.jpg 1400w, /uploads/images/05-Work/Matstreif-New/_free2/Matstreif2019lørdag_146.jpg 1000w, /uploads/images/05-Work/Matstreif-New/_free1/Matstreif2019lørdag_146.jpg 600w )
![Matstreif Visuals 10](/uploads/images/05-Work/Matstreif-New/_free6/Matstreif_Visuals-10.png 2600w, /uploads/images/05-Work/Matstreif-New/_free5/Matstreif_Visuals-10.png 2200w, /uploads/images/05-Work/Matstreif-New/_free4/57971/Matstreif_Visuals-10.jpg 1800w, /uploads/images/05-Work/Matstreif-New/_free3/Matstreif_Visuals-10.png 1400w, /uploads/images/05-Work/Matstreif-New/_free2/Matstreif_Visuals-10.png 1000w, /uploads/images/05-Work/Matstreif-New/_free1/Matstreif_Visuals-10.png 600w )
Another star of the show, Smaks Sans, a variable type going from extremely narrow to very wide. It changes flavour and texture constantly
![Matstreif2019 072](/uploads/images/05-Work/Matstreif-New/_free2/Matstreif2019_072.jpg 1000w, /uploads/images/05-Work/Matstreif-New/_free1/Matstreif2019_072.jpg 600w )
![Matstreif2019lørdag 156 copy](/uploads/images/05-Work/Matstreif-New/_free2/Matstreif2019lørdag_156-copy.jpg 1000w, /uploads/images/05-Work/Matstreif-New/_free1/Matstreif2019lørdag_156-copy.jpg 600w )
![Matstreif2019lørdag 136](/uploads/images/05-Work/Matstreif-New/_free2/Matstreif2019lørdag_136.jpg 1000w, /uploads/images/05-Work/Matstreif-New/_free1/Matstreif2019lørdag_136.jpg 600w )
![Matstreif Visuals 16](/uploads/images/05-Work/Matstreif-New/_free6/Matstreif_Visuals-16.png 2600w, /uploads/images/05-Work/Matstreif-New/_free5/Matstreif_Visuals-16.png 2200w, /uploads/images/05-Work/Matstreif-New/_free4/57977/Matstreif_Visuals-16.jpg 1800w, /uploads/images/05-Work/Matstreif-New/_free3/Matstreif_Visuals-16.png 1400w, /uploads/images/05-Work/Matstreif-New/_free2/Matstreif_Visuals-16.png 1000w, /uploads/images/05-Work/Matstreif-New/_free1/Matstreif_Visuals-16.png 600w )
![Matstreif2019 036](/uploads/images/05-Work/Matstreif-New/_free6/Matstreif2019_036.jpg 2600w, /uploads/images/05-Work/Matstreif-New/_free5/Matstreif2019_036.jpg 2200w, /uploads/images/05-Work/Matstreif-New/_free4/Matstreif2019_036.jpg 1800w, /uploads/images/05-Work/Matstreif-New/_free3/Matstreif2019_036.jpg 1400w, /uploads/images/05-Work/Matstreif-New/_free2/Matstreif2019_036.jpg 1000w, /uploads/images/05-Work/Matstreif-New/_free1/Matstreif2019_036.jpg 600w )
Digital surfaces allows the audience to interact and shape the identity according to their taste
![Matstreif Visuals 13](/uploads/images/05-Work/Matstreif-New/_free4/57974/Matstreif_Visuals-13.jpg 1800w, /uploads/images/05-Work/Matstreif-New/_free3/Matstreif_Visuals-13.png 1400w, /uploads/images/05-Work/Matstreif-New/_free2/Matstreif_Visuals-13.png 1000w, /uploads/images/05-Work/Matstreif-New/_free1/Matstreif_Visuals-13.png 600w )
![Matstreif Visuals 12](/uploads/images/05-Work/Matstreif-New/_free6/Matstreif_Visuals-12.png 2600w, /uploads/images/05-Work/Matstreif-New/_free5/Matstreif_Visuals-12.png 2200w, /uploads/images/05-Work/Matstreif-New/_free4/57973/Matstreif_Visuals-12.jpg 1800w, /uploads/images/05-Work/Matstreif-New/_free3/Matstreif_Visuals-12.png 1400w, /uploads/images/05-Work/Matstreif-New/_free2/Matstreif_Visuals-12.png 1000w, /uploads/images/05-Work/Matstreif-New/_free1/Matstreif_Visuals-12.png 600w )
![Matstreif2019lørdag 158](/uploads/images/05-Work/Matstreif-New/_free6/Matstreif2019lørdag_158.jpg 2600w, /uploads/images/05-Work/Matstreif-New/_free5/Matstreif2019lørdag_158.jpg 2200w, /uploads/images/05-Work/Matstreif-New/_free4/Matstreif2019lørdag_158.jpg 1800w, /uploads/images/05-Work/Matstreif-New/_free3/Matstreif2019lørdag_158.jpg 1400w, /uploads/images/05-Work/Matstreif-New/_free2/Matstreif2019lørdag_158.jpg 1000w, /uploads/images/05-Work/Matstreif-New/_free1/Matstreif2019lørdag_158.jpg 600w )
Together with photographer Marthe Thu, we set a mission to shot all images in a documentary-esque manner. The digital photo library made it easy for the organizers to promote during the festivities – and for the coming 2020 festival
![Matstreif2019lørdag 118](/uploads/images/05-Work/Matstreif-New/_free2/Matstreif2019lørdag_118.jpg 1000w, /uploads/images/05-Work/Matstreif-New/_free1/Matstreif2019lørdag_118.jpg 600w )
![Matstreif2019lørdag 126](/uploads/images/05-Work/Matstreif-New/_free2/Matstreif2019lørdag_126.jpg 1000w, /uploads/images/05-Work/Matstreif-New/_free1/Matstreif2019lørdag_126.jpg 600w )
![Matstreif Visuals 07](/uploads/images/05-Work/Matstreif-New/_free6/Matstreif_Visuals-07.png 2600w, /uploads/images/05-Work/Matstreif-New/_free5/Matstreif_Visuals-07.png 2200w, /uploads/images/05-Work/Matstreif-New/_free4/57968/Matstreif_Visuals-07.jpg 1800w, /uploads/images/05-Work/Matstreif-New/_free3/Matstreif_Visuals-07.png 1400w, /uploads/images/05-Work/Matstreif-New/_free2/Matstreif_Visuals-07.png 1000w, /uploads/images/05-Work/Matstreif-New/_free1/Matstreif_Visuals-07.png 600w )
![Matstreif2019lørdag 149](/uploads/images/05-Work/Matstreif-New/_free6/Matstreif2019lørdag_149.jpg 2600w, /uploads/images/05-Work/Matstreif-New/_free5/Matstreif2019lørdag_149.jpg 2200w, /uploads/images/05-Work/Matstreif-New/_free4/Matstreif2019lørdag_149.jpg 1800w, /uploads/images/05-Work/Matstreif-New/_free3/Matstreif2019lørdag_149.jpg 1400w, /uploads/images/05-Work/Matstreif-New/_free2/Matstreif2019lørdag_149.jpg 1000w, /uploads/images/05-Work/Matstreif-New/_free1/Matstreif2019lørdag_149.jpg 600w )
![Matstreif Visuals 04](/uploads/images/05-Work/Matstreif-New/_free6/Matstreif_Visuals-04.png 2600w, /uploads/images/05-Work/Matstreif-New/_free5/Matstreif_Visuals-04.png 2200w, /uploads/images/05-Work/Matstreif-New/_free4/57965/Matstreif_Visuals-04.jpg 1800w, /uploads/images/05-Work/Matstreif-New/_free3/Matstreif_Visuals-04.png 1400w, /uploads/images/05-Work/Matstreif-New/_free2/Matstreif_Visuals-04.png 1000w, /uploads/images/05-Work/Matstreif-New/_free1/Matstreif_Visuals-04.png 600w )
![Matstreif2019lørdag 039](/uploads/images/05-Work/Matstreif-New/_free4/Matstreif2019lørdag_039.jpg 1800w, /uploads/images/05-Work/Matstreif-New/_free3/Matstreif2019lørdag_039.jpg 1400w, /uploads/images/05-Work/Matstreif-New/_free2/Matstreif2019lørdag_039.jpg 1000w, /uploads/images/05-Work/Matstreif-New/_free1/Matstreif2019lørdag_039.jpg 600w )
![Matstreif2019 084](/uploads/images/_free4/Matstreif2019_084.jpg 1800w, /uploads/images/_free3/Matstreif2019_084.jpg 1400w, /uploads/images/_free2/Matstreif2019_084.jpg 1000w, /uploads/images/_free1/Matstreif2019_084.jpg 600w )
![Matstreif Visuals 06](/uploads/images/05-Work/Matstreif-New/_free4/57967/Matstreif_Visuals-06.jpg 1800w, /uploads/images/05-Work/Matstreif-New/_free3/Matstreif_Visuals-06.png 1400w, /uploads/images/05-Work/Matstreif-New/_free2/Matstreif_Visuals-06.png 1000w, /uploads/images/05-Work/Matstreif-New/_free1/Matstreif_Visuals-06.png 600w )
![Matstreif Visuals 05](/uploads/images/05-Work/Matstreif-New/_free4/57966/Matstreif_Visuals-05.jpg 1800w, /uploads/images/05-Work/Matstreif-New/_free3/Matstreif_Visuals-05.png 1400w, /uploads/images/05-Work/Matstreif-New/_free2/Matstreif_Visuals-05.png 1000w, /uploads/images/05-Work/Matstreif-New/_free1/Matstreif_Visuals-05.png 600w )
![Matstreif2019lørdag 045](/uploads/images/05-Work/Matstreif-New/_free2/Matstreif2019lørdag_045.jpg 1000w, /uploads/images/05-Work/Matstreif-New/_free1/Matstreif2019lørdag_045.jpg 600w )
![Matstreif2019lørdag 063](/uploads/images/05-Work/Matstreif-New/_free2/Matstreif2019lørdag_063.jpg 1000w, /uploads/images/05-Work/Matstreif-New/_free1/Matstreif2019lørdag_063.jpg 600w )
![Matstreif2019 057](/uploads/images/05-Work/Matstreif-New/_free2/Matstreif2019_057.jpg 1000w, /uploads/images/05-Work/Matstreif-New/_free1/Matstreif2019_057.jpg 600w )
![Matstreif Visuals 17](/uploads/images/05-Work/Matstreif-New/_free6/Matstreif_Visuals-17.png 2600w, /uploads/images/05-Work/Matstreif-New/_free5/Matstreif_Visuals-17.png 2200w, /uploads/images/05-Work/Matstreif-New/_free4/57978/Matstreif_Visuals-17.jpg 1800w, /uploads/images/05-Work/Matstreif-New/_free3/Matstreif_Visuals-17.png 1400w, /uploads/images/05-Work/Matstreif-New/_free2/Matstreif_Visuals-17.png 1000w, /uploads/images/05-Work/Matstreif-New/_free1/Matstreif_Visuals-17.png 600w )
![Matstreif Visuals 15](/uploads/images/05-Work/Matstreif-New/_free6/Matstreif_Visuals-15.png 2600w, /uploads/images/05-Work/Matstreif-New/_free5/Matstreif_Visuals-15.png 2200w, /uploads/images/05-Work/Matstreif-New/_free4/57976/Matstreif_Visuals-15.jpg 1800w, /uploads/images/05-Work/Matstreif-New/_free3/Matstreif_Visuals-15.png 1400w, /uploads/images/05-Work/Matstreif-New/_free2/Matstreif_Visuals-15.png 1000w, /uploads/images/05-Work/Matstreif-New/_free1/Matstreif_Visuals-15.png 600w )
![Matstreif2019lørdag 165](/uploads/images/05-Work/Matstreif-New/_free6/Matstreif2019lørdag_165.jpg 2600w, /uploads/images/05-Work/Matstreif-New/_free5/Matstreif2019lørdag_165.jpg 2200w, /uploads/images/05-Work/Matstreif-New/_free4/Matstreif2019lørdag_165.jpg 1800w, /uploads/images/05-Work/Matstreif-New/_free3/Matstreif2019lørdag_165.jpg 1400w, /uploads/images/05-Work/Matstreif-New/_free2/Matstreif2019lørdag_165.jpg 1000w, /uploads/images/05-Work/Matstreif-New/_free1/Matstreif2019lørdag_165.jpg 600w )
![Matstreif2019lørdag 109](/uploads/images/05-Work/Matstreif-New/_free2/Matstreif2019lørdag_109.jpg 1000w, /uploads/images/05-Work/Matstreif-New/_free1/Matstreif2019lørdag_109.jpg 600w )
![Matstreif2019lørdag 132](/uploads/images/05-Work/Matstreif-New/_free2/Matstreif2019lørdag_132.jpg 1000w, /uploads/images/05-Work/Matstreif-New/_free1/Matstreif2019lørdag_132.jpg 600w )
Matstreif 2020 is scheduled to happen September 11-12. See you there!