Inspired by the location of the restaurant when creating the visual identity, the DN skyscraper and the the visuals from a newspaper world, a place of letters and newspaper printing techniques. Through the combination of type choice and we aimed to bring together location heritage and a contemporary dining experience.

Referencing the traditional mastheads and contemporary headlines of the newspaper industry. The juxtaposition between establishment and progression plays out, not only in the contrast of type detail and reduction, but also in the authoritarian size of signage, set within a spacious and utilitarian interior.

Newspaper roll-printing became an inspiration for all printed materials where logotypes are cropped in half by the top and bottom of the page to give the feeling of print, cut from a continuous roll. The single black ink of newspapers is substituted with a vibrant, contemporary and energetic red, reinforcing the progressive nature of both DN and Pontus Frithiof.

A series of typographical marks draw their inspiration from letterpress type blocks, which are used as a playful signage system throughout the identity, expanding on the logotype, while remaining rooted in the printing press.

10% increase in anticipated sales, from opening.

”The identity for Tidningshuset really manages to encapsulate what I wanted and was hoping for. The logotype is an inspiring mix of old and new, and the whole identity -with its playful take on printing and typography- really captures the spirit of the brand. The launch of Tidningshuset has been a great success, both myself and the customers are extremely pleased with the results. It feels fresh, inviting and unique.”

- Pontus Frithiof

Chef & Restaurateur

Develop a flexible and attractive tool kit that adds warmth and playfulness in contrast to the austere architecture. Work with lettering and typographic characters associated with a newspaper house, journalists and editors. Communicate that it is Pontus Frithiof behind the lunch, deli and bakery.

On the ground floor of a Stockholm building, owned by Dagens Nyheter (DN) – Sweden’s largest daily newspaper, Tidningshuset by Pontus is a 1000 square meter lunch restaurant, deli and bakery.