An Identity Full of Flavor
In 2025, the Northern Norwegian food festival SMAK got a
visual makeover. We created a new family of "flavors" – playful characters derived from the geometric fragments of the logo.
Each flavor has its own personality: spicy, sweet, sour, bitter
– just like food in real life.
visual makeover. We created a new family of "flavors" – playful characters derived from the geometric fragments of the logo.
Each flavor has its own personality: spicy, sweet, sour, bitter
– just like food in real life.
The identity system was expanded with new colors, a layered typographic style, and a flexible visual system to support the festival’s new concepts.
The design was implemented across print, web, wayfinding, merchandise, social media, and app. The new visual language invites audiences of all ages into the world of Northern food culture – playful, proud, and full of taste.
Art Direction & Illustrations by Ola Reibo & Eivind Reibo Jentoft
