Pulp is a brand new wine pop up store located in Valby, Copenhagen, Denmark. Behind this store, is an accomplished sommelier with great experience and a positive attitude. Having worked at Relæ, Noma and Vivino, Russell, the owner of the shop, now dreams of a space to host all about wine. Starting with this pop-up store, he is planning to further develop his dream with the creation of a store, and an e-shop amongst other ideas.

We were asked to create a character-based identity with a warm, funny feeling. We started with character illustrations inspired by the cartoons of the 20s and 30s and went on to fuse this look with the typography of the logo. Since pulp is a soft, shapeless mass of material, we decided to provide our character with the same feeling in terms of movement and form. Apart from giving our character a distinct look, it also made it possible for us to animate the character if we needed and play on this distinct squash and stretch movement that is very common in cartoons.
Being able to move the character makes for a recognizable and versatile logo and adds up to its personality, providing all sorts of design options for each application.

We wanted to keep the colour palette simple. We went with the classic black and white reminiscent of the old school cartoons of the 20s and 30s. Many of the packaging options like bags and wrapping paper are based on craft paper so we decided to adopt earthy colors as a background for this character in other applications as well for consistency.

We used the Slik typeface for posters and all related applications. The identity so far includes the creation of logo, stationery, printed material, wine boxes, wrapping paper, stickers, signs and more.