Malmö Festival, 2013
Handmade identity and branding made entirely of paper for Scandinavia’s largest city festival.
The 29th edition of Malmöfestivalen, Scandinavia’s largest city festival, chose “paper” as its theme. The whole city of Malmö, as well as every piece of communication and branding, needed to consist of paper to communicate the chosen theme.
Snask created a visual concept where that was all-in: everything was made by hand, and everything was made of paper. For an entire month, we put our computers away while cutting, folding, gluing and modeling became the everyday work mode at Snask. On top of this, we faced the challenge to create objects in paper that were to be scaled up to gigantic cardboard versions and taken into the streets of Malmö. We honored the feeling of the material by partially tearing and ripping apart some of the pieces we produced. Then, we filmed our paper creations! Using stop-motion animation, we created film ads as well as bumpers for the big stage screens in-between concerts. Countless editorial paper models and paper portraits also covered the magazine, which goes out to everyone in Malmö (that’s half a million people)!