The Edit: five projects including Studio Chong’s progressive identity system for Blue Bird Mutual

Each and every day, we're lucky to discover dozens of interesting and inspiring projects from around the world. From global identities and campaigns to side projects and independently published books, The Edit is home to five of them; every two weeks. Venture capital firm Blue Bird Mutual have sought to flip the commercial industry on its head, establishing themselves as a mindful investment service that use their profits to invest in socially and cultural-focused initiatives. Turning to creative practice Studio Chong to help embody this progressive mindset, the resulting identity dutifully walks the line between commercial, casual and everyday investors – appealing to the broad financial spectrum through the use of soft hues and inviting typography. The typefaces in question include TypeShop’s TS Gascogne and Kern from Pizza Typefaces, which when combined, successfully convey the financial, old-school expertise of the brand, as well as the forward-thinking figures behind the scenes. Marked the fasted-growing healthcare brand in Scandinavia in 2020, Källa has been making waves within the industry, offering sustainable, scientifically-led probiotics for bettering one’s gut health. Intending to demystify what gut health actually means, international design studio Kurppa Hosk sought a pragmatic, welcoming, creative look when tackling the brand’s comprehensive identity, from naming and strategy to packaging and visual aesthetic. With the brand’s Scandinavian context founding Kurppa Hosk’s creative process, the studio combined and contrasted slick, stark typographic principles with more candid line-making, resulting in a powerful tension between eccentricity and expertise. This notion is further emboldened through the tactility and hue of the expanded identity, calling upon organic tones and recycled materials to embellish the brand’s printed matter and digital presence.