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  • Brand Identity

  • Illustration

SCHLörp

During an illustration class, I was tasked with creating the branding for a fast food restaurant. I chose to base the concept on something deeply personal to me — Swedish food culture. I believe food is one of the strongest ways to experience and understand a culture, and every cuisine deserves representation.

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The result was SCHLÖRP — a playful and modern brand introducing Swedish comfort food to an Australian audience. Inspired by traditional husmanskost, the concept highlights flavours and ingredients commonly found in Swedish homes, from meatballs and seafood to berries and warming spices.

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The visual identity combines hand-drawn elements, bold typography, and a colour palette inspired by Scandinavian landscapes. At the centre of the brand is Helge, a moose mascot featured throughout the packaging and logo design. SCHLÖRP was created to present Swedish cuisine in a fun, charming, and unexpected way — showing that it is far more than just IKEA meatballs.

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Developing SCHLÖRP was such an exciting experience. I got to base the entire project around my love for illustration and create something with a bold, expressive attitude. Seeing my vision come to life through symbolism and playful elements was such a satisfying process. It taught me the importance of having a strong brand tone of voice and how to carry that through across different mediums.

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