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.
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.
Identity ingredients includes a custom variable type, kneaded out across all formats, a distinct illustration style and a vibrant color program
In addition, we included guidelines for their tone of voice and a library of whimsical onomatopoeias
Another star of the show, Smaks Sans, a variable type going from extremely narrow to very wide. It changes flavour and texture constantly
Digital surfaces allows the audience to interact and shape the identity according to their taste
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
Matstreif 2020 is scheduled to happen September 11-12. See you there!