Super Tuesday Goes Down to Earth With Inika Superfood’s Brand Identity

By Rasmus Vestergaard
Published 26/09/2022
Category: Project
Featuring: Super Tuesday

It’s a superfood, nourishing body and mind. Swedish Inika Superfoods combine modern scientific breakthroughs with the collective wisdom of humanity’s ancient cultures in their products. It’s holistic wellness.

The compatriots from design agency Super Tuesday were brought in to develop a fitting brand identity, packaging design and art direction. The goal was to create a superfood brand suited for the urban woman’s lifestyle in the Nordics and worldwide.

Coming At It From a Different Angle

“Other brands often look at how other food companies do it,” Arvid Nilsson, Designer at Super Tuesday, explains their approach to the new brand. “Which often creates a ‘more is more approach’. But we took an interior and fashion look at it with a ‘less is more thinking’.

In general, “urban women are very conscious of design. Everything from interior design to fashion. Probably everything that is beautiful,” Arvid continues. “So we took a lot of inspiration from this field. So the products could match other material things in life they appreciate.”

The packaging and brands match their lifestyle, taking care of their body and soul. Super Tuesday chose a typography-led design combined with warm and earthy colours. “A minimalistic approach that suits the whole brand philosophy very well,” as Nilsson puts it. “Typography creates a feeling that is hard to get from anything else.”

“This design shows that a straightforward/simple approach can still stand out from the crowd. And do the job. An approach probably not used that often in this kind of category.”

Arvid Nilsson, Designer at Super Tuesday

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