Sector: Retail / Vintage / Café / Art Gallery
Måll is home to two vintage stores, plant-based cafe and an art exhibition space. Its identity draws inspiration from the circular economic philosophy, evident in its vintage items and the up-cycling of store fixtures. The simplicity of a circle influenced the logotype and various graphical elements, forming the core identity assets. Its bright colour palette represents the three areas within the store concept. The vibrant identity is showcased within the store and through weekly instagram stories. Each post playfully explores the circle's versatility, raising awareness of the store.
Challenge: Måll brings together two vintage stores, a plant-based café, and an art exhibition space. The challenge was to create a brand identity that could unify these diverse offerings while reflecting the store’s circular economy philosophy, up-cycling ethos, and sustainable values. The identity needed to be flexible and engaging across physical and digital touchpoints.
Approach: The identity is built around the simple, versatile shape of a circle — reflecting circular economy principles and forming the foundation of the logotype and graphical system. The circle is repeated, mirrored, flattened, or cropped to create variety, while a bright color palette represents the three distinct zones of the space. Custom, rounded typography nods to vintage design, and the enlarged circle over the “å” in Måll anchors the identity playfully. The system extends across signage, packaging, and social media, including weekly Instagram stories that explore the circle’s versatility.
Outcome: The identity delivers a flexible, cohesive visual language that connects Måll’s vintage stores, café, and gallery. Circular graphics and vibrant colors bring energy and a sense of renewal, highlighting sustainability and up-cycling. Across in-store materials and digital channels, the brand feels unified, inviting visitors to explore the space while communicating creativity, community, and responsible design.
Awarded at Tokyo Type Directors Club Awards 2025