Redefining the Supermarket
An 8-week long brand identity project through DIS Copenhagen’s Graphic Design Foundations Studio in Spring of 2025.
“ Create an innovative visual concept for a new Danish supermarket that meets the desires and expectations of the modern consumers. You have to come up with a new name and design a complete visual identity for the new supermarket which will open in Copenhagen.”
Task
Concept
Nearly 49,000 immigrants live in Denmark, yet more than ten large grocery chains account for approximately 90% of national food consumption. As a result, these dominant retailers exert significant control over which foods are available to consumers. This market concentration has led to a noticeable lack of variety, particularly in culturally diverse food options, leaving many residents without access to ingredients that reflect their culinary traditions.
Nær og Fjern is an international supermarket designed to address this gap. It offers a broad and diverse selection of cultural foods for individuals who are not native to Denmark and who seek a sense of home through cooking. In contrast to the homogeneity of conventional grocery stores, Nær og Fjern prioritizes inclusivity, representation, and variety—creating a space where food becomes a bridge between cultures rather than a barrier.
“The World in Your Basket”
design process
