SÄKER is another fictional project that was created purely for fun. We find great pleasure to conceptualizing brands from the ground up, and we used SÄKER as a small example of our style and how we like to tell stories.
Identity & Branding
The term "säker" means "safe" in Swedish, and this single word is the entire premise of what the hostel chain wants to provide visitors.
Sweden is known for their eye for design and safe society, two things that SÄKER sought to have their brand strongly associated with. AVFØ took on the hypothetical challenge to help them achieve that goal.
In the theme of traditional Scandinavian minimalism, we chose to keep SÄKER's print designs simple and clean.