To launch Noma Projects, an extension of Copenhagen-based restaurant Noma, and its first series of home pantry items, Project 001, design partner Gretel developed the Noma Projects brand identity and crafted Project 001’s design system and packaging. Noma continues to push the boundaries of culinary creativity with a focus on seasonality, foraging and fermentation—a practice that gave birth to the Noma Projects idea. Noma Projects elevates home cooking and celebrates the experimentation of home cooks. To launch this brand extension, Gretel created a house symbol logo to represent both the home of the fermentation lab, where the flavors were created, and the many homes around the world that can now experiment with them. Project 001 starts with one of Noma Projects’ favorite jarred ferments, an umami-rich liquid seasoning called Smoked Mushroom Garum. The complexity of flavors in Project 001’s products shaped the final design. Borrowing from the hyper-functional labeling of ingredients and lab experiments to create the smoked mushroom garum, Gretel created a minimal, modular design framework that works across a range of different applications from digital, to social, to the label itself. The design also features custom illustrations by British artist and longtime friend of Noma restaurant, David Shrigley.
