Malmö Festival

”Snask is like McGyver. Out of the impossible, they build unique, sustainable and unexpected brands.”
Karin Karlsson, Festival manager

The Malmö Festival is Scandinavia’s largest city festival with over 28 years of existence. Its dramatic eight days of culture each year is targeted towards everyone in the whole southern Scandinavia and northern Germany attracting a total of 1.5 million visitors each year. A dated brand had to become rejuvenated,  modernised and invigorated for its 25th birthday party.

Snask helped the new festival manager to fulfil her vision of creating a playful yet powerful brand that attracted people from every age, social status and ethnicity. Since the festival is financed by the taxpayers we built the brand on the idea that the festival was a person and a she whose tone of voice and communication was “You might hate me but I will always love you”. Financed by the citizens she had to appeal to everyone but couldn’t expect everyone to love her.

The rejuvenated tone of voice and vision was added to the brand platform with the sole purpose to cement the festival’s position as one of Europe’s most interesting city festivals with an edge in design, art and sustainability. The graphic identity was remade to fit the rejuvenated brand and communication.

Within the first three years the Malmö Festival brand increased public appreciation by 60% according to the city of Malmö’s yearly evaluation. In fact the public appreciation had increased so much that the people were ready to start to pay for the festival. However the festival has always been and will be free.

We worked together to raise the brand awareness and likeability to the extent that it became Sweden’s most written about festival in both the daily and evening press as well as in social media. The graphic profile and communication also got the festival into several of the world’s most respected design books and magazines.



Typeface and signage in urban environment

In 2011, we created a custom typeface entirely by hand. It was used for signage and communication in urban environment.

Typeface design, Malmö Festival Gothic

Inspired by Avant Garde Gothic, Malmö Festival have their own display typeface for catchy and bold headlines. Each character has been filled with a custom made pattern. More is more.

Festival magazine & editorial design

The magazine gets printed in 250 000 copies and distributed in southern Sweden. Our ambition is to create a magazine filled with in-depth articles about the odd and unexpected aspects of Malmö Festival. We're in charge of the whole she-bang: conceptualisation, content, design, illustration, journalism and photography.

Web, www.malmö

Green and suistainable city festival

An important part of Malmö Festival is sustainability. The festival manifest it through using re-cycled material and old garbage for its environmental design. In eight days time, 1.5 million people visit the city of Malmö for Malmö Festival. And every night, approximately 30 000 people dance to Shout out Louds, Band of Horses and Lars Winnerbäck in the citites town square.


Swedish Handicraft Soc.

Identity for Sweden's assocation for brilliant people working with their hands!

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Attention: Craft

Identity for the summer craft exhibition of one of Sweden’s most respected galleries Liljevalchs Konsthall.

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Printing Friends No.7 – Resa

The new Printing Friends is a magazine where talents and creatives meet and are inspiring on a topic: travel.

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PangPang Brewery

Identity and packaging of a summer beer series for Sweden’s number one micro brewery.

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SSU Identity

Re-brand of Sweden’s Social Democratic Youth League also knowns as SSU.

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Malmö Festival 2014

We made the biggest poster/art installation the world has ever seen for the 30th anniversary.

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Dans ♥ Stockholm

Contemporary Dance Festival. A stage starring the most prominent choreographers of sweden was built.

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Printing Friends

Re-make of customer magazine Printing Friends. From waste-bin product to useful and vibrant B2B-tool.

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Colourful dentity for the mexican restaurant Calexico's in the heart of Södermalm in Stockholm.

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Malmö Festival 2013

Paper theme for the 2013 identity of Malmö Festival. Hand-made, tangible and very very colourful!

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Yay Festival

Identity and branding for Yay Festival; bringing people inspiring talks, live music and great clubbing.

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SABO public housing

Identity and branding for energy saving campaign for Swedish Association of Public Housing Companies.

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Liljevalchs Exhibition

Identity and visual communication for the Handicraft exhibition at Liljevalchs Art Gallery.

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Meatpackaging District

Stockholm city decided to document the meat packaging districts history through creating an elegant book.

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Vadestra Strategy

Strategic management consultancy Vadestra needed our help packaging their amazing case study.

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Swedish Handicraft

Design and brand identity created by hand, by members of the National Association of Swedish Handicraft.

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Malmö Festival

Scandinavia's largest city festival got a new brand and tonality platform as well as a visual identity.

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Mobiento Mobile Agency

Total rebrand of visual identity and tonality of one of Scandinavia's leading mobile agencies.

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