Axfood is Sweden’s second largest food retailer, with brands such as Willys, Hemköp, Mat.se and Urban Deli. Their vision is to be the top leader in sustainable food whose quality is unparalleled. They enlisted Snask to design their sustainable project #Mat2030 ( in English, “#Food2030”). It’s a future-forward initiative that promotes a collaborative effort between consumers, businesses, and politicians to work together to ensure sustainability. Furthermore, it’s especially critical that politicians and decision-makers engage in effective and long-term cooperation with the business sector to support new forms of innovation and social structure that is necessary to ensure a more sustainable bag of groceries that’s responsible to the Earth’s ecology systems.
We began creating the identity with the hashtag, to support the social media platform this campaign would thrive in. The initiative’s logo, colors, and typography we built from scratch. And while your parents say to never play with your food, this project for us was certainly the exception to that rule. We selected carved wood for the “#MAT” to communicate the care and natural elements that go into Axfood products. After that, we used groceries from the story pillars of Ecological, Swedish, Vegetarian, and Frozen to create headlines that would be utilized in both the social media campaign as well as printed material. The end result was a feast for the eyes; a campaign built with love and by hand, the perfect catalyst for inspiring change. This initiative continues to be as relevant as ever. We were honored to be the secret spice in this effort to change people’s behavior for a more sustainable food-future.
Photography by Mattias Lindbäck
Food styling by Ylva Bergqvist