ABC-Gruppen is Swedens biggest producer and distributor of personalized student caps, founded in 2002. Their vision is to give new life to the tradition of student caps and to make school time worth remembering.
Their process begins with visiting schools during the autumn, showing their range and taking orders. The products are produced in the spring and delivered before it is time for the student graduation.
Art direction, brand design, printed and digital matter, Pop-up store concept and photography.
Photography lifestyle: Elin Kero
Photography packshots: Frida Ström
Photography dark packshots: Robin Widenius
Product developer for pop-up shop: Cecilia Persson
Visual brand profile
I worked in-house at ABC-Gruppen as an Art director and took part in three student graduation cycles. I worked with everything visual, from developing a new graphical expression to creating all material for digital channels and print.
"When I started at ABC-Gruppen, they wanted to update their graphic expression in a more adult manner as a response to customer feedback and inhouse staff saying it was percived a bit to childish."
To better understad the problem and how to solve it, I asked the target group. Through conversations and questionnaires I was able to make qualifyed decisions in my design process and I developed a new graphic guideline with a more luxurious, festive and summery feel. It included a more modern typographic toolbox, a condensed color palette with more natural tones and less color saturation along with directions of layout and photography.
The new expression was confirmed by the target group as more adult than before.
The big challenge with ABC's products was to convey to the students how many design possibilities there were to make their own student cap. Therefore, I produced a lookbook that focused more on inspiring as a complement to the more traditional sales catalog that only showed the range.