Axfood – Employer Branding

I was given lead responsibility for developing a new visual direction for Axfood’s employer branding, aiming for a fresh and engaging look that stays true to their brand identity.

I created a new pattern based on Axfood’s geometric system, keeping the signature 35° angle but with a more welcoming and approachable tone. The pattern utilizes mid-tones from their color palette, bringing new life to previously underused elements.

To complement the updated identity, I defined a warm, authentic photographic style with natural sunlight, soft shadows, and candid moments to create a more inviting brand presence.

The images shown aren’t commissioned by Axfood but illustrate the intended mood and art direction.

This project showcases my ability to evolve a brand within its existing framework while adding fresh elements.

Created with creative director Jens Nilsson for SNASK