The people, processes
and principles behind our visual identity.

Words: Richard Baird
Photo: Mathias Fossum
Image of letterhead with Maaemo logo
Stories

Design studio Bielke+Yang craft holistic brand identity solution informed by the philosophies and creative practices of Maaemo’s unique dining experience and culinary expertise.

Maaemo’s visual identity, a term that encompasses logo and website design, typography, colour, the tone and content of images and the tactile finishes of welcome notes, magazines and folders, was created and commissioned to collectively reflect, contribute to, and communicate its unique philosophy. A philosophy that sees innovative dishes born of organic and seasonal ingredients, farmed in a way that is sensitive to the ecology of their environment, and prepared with an original and creative mindset.

Each element that makes up Maaemo’s visual identity was crafted, managed, and brought together by Bielke+Yang. A design studio whose process and concept-driven approach very much reflects Maaemo’s own. So while not immediately apparent, the resonance between high quality culinary experience and design practice runs throughout their identity.

What makes Bielke+Yang’s approach and solution so distinctive and representative of Maaemo’s high quality ingredient choices, refined processes and attention to detail is, and perhaps most subtly, drawn out through a custom font developed in collaboration with boutique type foundry Colophon. The font’s simple characters, light line weights and crafted origins share the values of clarity and honesty that underpin the restaurant’s menu and dining experience, and most importantly, is unique to them. These are also the founding principles of Maaemo’s logo, a recognisable and consistent asset retained and originally designed by Uniform.

Image of folder on black background
Rather than spoiling the many culinary surprises that have taken Esben Holmboe Bang many years to perfect, Bielke+Yang’s website design takes its lead from Tuukka Koski’s striking images, connecting guests to the raw and harsh climate of Norway and the ingredients that bare its torment. Richard Baird — BP&O
Image of folder with a picture of a river

Bielke+Yang’s approach to images, captured by photographer Tuukka Koski and used generously in print and online, clearly look to establish a strong relationship between the cool winds, biting rain and rising mountains of the Norwegian landscape, the high quality ingredients of Maaemo’s dishes, and its deep appreciation and respect for natural beauty, ecology and sustainable practises.

Rather than spoiling the many culinary surprises that have taken Esben Holmboe Bang many years to perfect, Bielke+Yang’s website design takes its lead from Tuukka Koski’s striking images, connecting guests to the raw and harsh climate of Norway and the ingredients that bare its torment. The website’s unique structure encourages visitors to delve deeper, to discover more about the restaurant’s space, current and seasonal menu, and to learn about the people that have helped to make Maaemo the world-renowned restaurant it is today.

Maaemo’s welcome notes and guest package compliment the rich, organic textures of Tuukka Koski’s photographic work with the physical detail and handmade qualities of open binding, embosses, perforations, uncoated papers, folds and original shapes. These are experience-led, hold a number of surprises, and are products of processes that are firmly rooted in the traditions and craftsmanship of print production. Processes not far removed from the development and preparation kitchens at Maaemo.

  • Image of folder with text