In Norway, summer = BBQ season. Or Grill season, as we say here. The competition between the grocery chains is fierce and everyone spends big amounts on marketing. As the smaller fish in this pond, Rimi must be smarter and more unique. Therefore, we decided to create something that was relevant, unique and usable; Rimi´s own typography based on meat, fish & vegetables.

We simply cut out the letters, numbers, signs in meat, fish and vegetables, and grilled them. We carefully photographed each and every object before placing them on the grill, and after. We then close cropped them and ended up with the files that made the typography.

The Grillography brought joy to the Rimi organization and created boost internally, and got publicity. It was launched just before summer season started in late April, so at the point of finalizing this entry, it´s too early to state any market results.