The Swedish food retailer campaigning for “more sustainable groceries”

Sweden-based studio Snask has created the identity for Axfood’s #Mat2030 campaign, which features a series of fresh food items arranged into different words.

Swedish food retailer Axfood has unveiled a campaign to encourage a more sustainable food industry.

The company is Sweden’s second largest food retailer, and owns brands including Willys, Hemköp, Mat.se and Urban Deli.

Its #Mat2030 (#Food2030) initiative is urging consumers, businesses and politicians to work together to make food production more sustainable by 2030.

The campaign has been brought to life by Swedish design studio Snask, and aims to encourage individuals and businesses to push towards a “more sustainable bag of groceries”, says the studio.

Snask based the logo for the campaign on the #Mat hashtag, creating a version of it set in a serif typeface that is used throughout the campaign shots.

The studio then used groceries from various different food categories within Axfood – including ecological, Swedish, vegetarian and frozen – to create collage-inspired headlines.

The “Eko” shot, for example, features artfully arranged green vegetables such as broccoli and kale, while the “Vego” shot sees carrots, chillies and aubergines.

Axfood’s #Mat2030 campaign has rolled out across all touchpoints.

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