Bord 13
Branding and identity design for Bord 13, a new restaurant & wine bar in Malmö, Sweden.
BACKGROUND:
Bord 13 is a restaurant & wine bar located in Malmö, Sweden that prides itself on a simple but ingenious way of thinking. They aim to deliver food & wine in the fewest steps possible from soil to the table. Nothing added, nothing taken away. Bord 13 was founded by the former sous chef and head sommelier of Noma, awarded the World’s Best Restaurant from 2010-2012. We helped Robert Jacobsson and Besnik Gashi develop Bord 13’s name, brand concept, and identity, as well as the materials and for the interior design.
THE CASE:
In the restaurant world, it’s bad luck to serve table 13. Just as elevators skip floor 13, so do restaurants if they are superstitious. That’s why the name Bord 13 (Table 13) was selected. Lucky for us, the restaurant is also located on street no. 13 in Malmö. In order to emphasize a darker side, and reject irrational fears, we created the identity in black and white and made the number 13 our hero. Together with the artist Emilie Florin, we created wild, experimental, and somewhat morbid illustrations to uphold the namesake and address the murkier theme of darkness. The wordmark (in a stenciled mono) and secondary typeface (inspired by the heavy-handed sonics of a typewriter) work well to contrast and compliment the clean, nordic, and sober interior of Bord 13.
Photography by Gustav Arnetz
