The forms of Essem Design are straight out of Swedish modernism and its welfare state. If you’ve ever set foot in something built post war, you most likely hung your coat on something by Essem. With tubular steel and local wood, it has become a textbook example of the aestethics of “timelessness”.
When conciving a new identity for the company, Swedish Bedow used the greetings “Hej” (hello) and “Hej då” (goodbye). The phrases are physically stamped on stationery in Dala Moa. Stencil forms, ink spread and artisan meet a striking red and create a fun yet professional identity. In many ways it is an evolution of the studio’s previous work for the company, where they used Dala Moa’s companion Floda for packaging.
Futura is the workhorse here, more of a no-brainer than anything. The curious might take pleasure in knowing that they appear to use the digital cut by Paratype, at least on the web. Dala Moa returns in printed material as a face for headlines and highlighting.