Sharp & Sour’s Redesign
Task
To redesign our own studio's visual identity to reflect a new era for Sharp & Sour.
Sharp & Sour turned 5 in 2025, and during these 5 years, so much has happened. Our studio (and we as individuals!) has changed a lot. Over time, we realised that the scope of our work extended way beyond the futures of food, and even beyond the concept of future itself. After all, we’re here —as cliche as it may sound— to have an impact on this world through design, whether it is graphic design and communication, exhibitions, workshops and of course… speculative or food design!
So, it was time to let go of the past and bring in new and fresh vibes that matched our brand identity better. It’s been one of our biggest challenges to date, and many months of work to create a brand that feels hopeful, exciting and fresh, embodying our new approach to projects (and life, in general!)
Join us on this journey as we dive into all the details and challenges we’ve overcome to communicate who we are. We hope you like it!
We also created a custom symbol. For us, it is a representation of the concept of ‘radical imagination’, but also a representation of ‘sharp’ & ‘sour’. The elements work together in perfect harmony, but they can also be used separately: the star serves as our favicon, for example, while the blurry blob becomes a graphic resource to use throughout the brand.
Our new font, Inter is an open source, variable font family carefully crafted & designed for computer screens but that is also perfectly readable on paper. It is a beautiful and profesional font which fits our needs much better than our old good Space Grotesk.
Designed Rasmus Andersson, Inter features a tall x-height to aid in readability of mixed-case and lower-case text, as well as a wide array of glyphs and symbols that make it a versatile and inclusive font. And we just love it!
We also added an accent color that is hopeful, warm and welcoming and we called it Sunshine. This color brings imagination, creativity and optimism, but also helps us in highlighting what’s important: like quotes and ideas.
Fun fact: you may recognise it from The Museum of Endangered Foods.
Of course, with a new branding comes a new website. And this time, we’ve made our best so that the result was exquisitely curated to our needs. First, we got rid of the dark black website, allowing more light into our digital home. Second, we redesigned the user experience so that navigating our site is more comfortable. Finally, we reorganised our projects in a way that explains much better what we’re able to do for our clients.
There are other elements that express who we are today, such as rounded borders that communicate approachability and softness, or badges, that allow us to categorise our content better. These things, and others, are visible on our new social media design.
