Client:     Maaemo
Dicipline: Visual Identity
→ A set table with folded menus. The share weight and stiffness of the paper keeps the menu in an upright position.
Date: 2011
Project made while working at Uniform in collaboration with graphic designer Torgeir Hjetland.
Maaemo is an ecological gourmet restaurant in Oslo, Norway. The cuisine of Maaemo is Nordic, and the name and color scheme derive from Finnish, meaning “Mother Earth”. The brown soil is nurtured by clear, ice blue water, creating life and growth.

The design for Maaemo is primarily inspired by Scandinavian nature and architecture, which is reflected in the lines, shapes, rhythm and light of the project, creating a poetic and spesifically Nordic kind of modernism. It gives the restaurant its atmosphere with consistent use of shape and color, incorporating features such as the chair, a Danish design classic, the askew pendulum lamp, and the overall design, both interior and exterior. The philosophy at the base of this project was that all aspects of the design solution should be both functional and aesthetic: Menu, folder, letterhead and bill are stripped of decoration, and left with clean folding, functional lines.
→ Goodie bag made out of folded paper
→ Postal papers made with multi functional purposes. Lines working both as instructions on how to fold and decoration
→ The logo is inspired by norwegian mountains reflected in lines, shapes and rhythm. Edvard Munch's moonlight and sun made the basis for the letter O.