There’s no shortage of frozen desserts in supermarkets, but none of them offer much in the way of actual nutrition. In partnership with a Swiss food lab staffed by former Michelin-starred chefs, Bimmi has developed a range of frozen snacks made entirely from fruits, vegetables, nuts, seeds and wholegrain cereals that’s nourishing without compromising on the flavour you’d expect from a less healthy product. This is a bold new category in Swedish supermarkets, and Bimmi demanded a brand and packaging that made Swedes crave their frozen smoothies.

Bimmi’s entire range is made from all-natural products like fruit, nuts, and seeds, as well as some ingredients you wouldn’t expect to find in a dessert, like cabbage, chickpeas, millet and spinach. Their methods are innovative, but their product is all natural, which is reflected in the tagline, “Nature’s Poetry”. To capture both sides of the brand it was essential to create a suite of assets that were analog and felt natural, but were used in exciting and innovative ways.

Inspired by concrete poetry, the Bimmi logotype is made entirely from type-written letterforms, with each letter of the brand name comprising hundreds of smaller letters. This creates a scalable, variable word mark — the bigger the mark, the more analog letters are used. Alongside the word mark sit a range of cut-out illustrated assets depicting a variety of ingredients, to quickly communicate Bimmi’s natural, healthful benefits even from deep within the freezer.