Opened in 2009 as one of the most committed and focused stores in providing organic and environmentally conscious products — from produce to laundry detergent to milk — in Stockholm, Hermans Ekohandel has grown in popularity and in ambitions, leading it to redesign its identity and rename its store, to Eat! Ekoaffären, with the help of Stockholm-based Bedow Creative.
As Perniclas Bedow, principal of Bedow, explains to me in light of my poor Swedish, the original name “Ekohandel” stands for organic (eko) shop (handel), with handel being a common descriptor for smaller shops by the countryside. The new descriptor for the name, Ekoaffären, stands for organic, of course, and store — a small distinction perhaps, but important to allow it to grow. The new name is also broader, Eat!, which grew out of an initial idea to name the store E.A.T., as in Ekoaffären Tegnér, with Tegnérgatan being the name of the street the store is located at. With the name in place, it was just a matter of making it appealing and fun.
Bedow worked with illustrator Axel Hugmark to create the flexible-armed Eat! character, which looks both friendly and slightly deranged as if you happened to make it mad, it would probably strangle you at night. To contrast the quirky lettering, the use of Alright Sans by Okay Type, adds a nice serious balance. And while plenty of grocery stores in Sweden use red, Eat! decided to go with magenta.
The rest of the identity is accompanied by mouths, mouths and more mouths, that appear on aprons, bags and at the check-out counter (see last images). If I have one reservation is that the identity would make the store appear to sell food and only food and none of the other items it has in inventory, but the overall feel of the identity is very playful and contemporary.