Garant

People’s Guarantee for Good Food

Details

Garant, owned by Axfood, offers a wide range of high-quality food and everyday products with clear origins, all at reasonable prices. Garant aims to make it easy for everyone to choose good food, whether for everyday meals or special occasions. With a curious and positive attitude, they are a reliable partner in the kitchen, every day. Garant is the people’s guarantee for good food.

One challenge for Garant was that their identity had become fragmented and didn’t fully reflect what the brand stands for. Additionally, it wasn’t well-suited for digital environments, leading to inconsistent perceptions of the brand across different platforms. This made it necessary to create a more cohesive and digitally adapted identity that better represents Garant’s values and vision.

Together with the team at Garant and Acne, we updated the brand strategy to more clearly reflect their role as “The People’s Guarantee for Good Food.” With an identity rooted in the personality of “A Curious Optimist,” we reviewed everything from the tone of voice to the visual identity. The goal is to show that Garant is always on the side of the consumer, with an open and positive approach. This update aims to make it even easier and more inspiring for people to choose good food every day.

Services

Brand Design

Strategy

Year

2024

Garant’s philosophy is simple: they provide the Swedish people with trustworthy food—clear origins, fair prices, and great taste. While they can’t promise perfect results in the kitchen, they ensure every cook in Sweden has the best possible ingredients.

This core idea guided their creative work and brand development. Garant is, simply put, the people’s guarantee for good food.

The new complementary colors are inspired by the concept of human taste, creating a vibrant and flavorful brand experience that perfectly suits the brand’s broad and diverse offerings.

The new typography is an extension of the tone of voice – mirroring Garants curious and optimistic personality.

The new typography is an extension of the tone of voice – mirroring Garants curious and optimistic personality.

The new typography is an extension of the tone of voice – mirroring Garants curious and optimistic personality.

Credits

Motion Design

Usiel Bautista