Innom

Brief

Illustrations for a new corner shop brand, designed to attract and illustrate young and impulsive consumers on their way in a busy urban life. With a name that translates to ‘drop-by,’ Innom promises a quick, convenient and fun shopping experience. Innom is a mix of small, quirky and eclectic neighborhood shops, low price supermarkets and artisan bakeries. These illustrations were made to embody these associations, but also to act as informative helpers, providing explanations of some of Innom’s unique or unfamiliar features, such as weighing your own fruit and to squeeze your own juice.

Our brief was to create a set of humorous, distinct and recognisable illustrations to get a richer toolbox that would add value to the identity for Innom. To illustrate typical consumers, fun challenges and situations relatable to their every day life, but also to use illustration as a part of the guidance and way finding throughout the different areas inside the store.

Solution 

The illustrations perfectly complement the typographic combination from Innom identity, and are featured throughout many outputs, from shop windows to employees’ uniforms. The illustrations are a continuation of the style from both the typography, price stickers and are to show a broad range of groceries, taste and baked goods. To make them come alive even more, we animated them frame by frame in 12 fps, to get that extra natural and playful expression.

Cultural context

In Norway, the consumers have to choose between large supermarkets, local corner shops with variable quality or expensive bakeries and kiosks. We are missing a type of convenient store that mixes the best from all these worlds. Its location is not randomly chosen. Grünerløkka in Oslo is an urban, young and fast pace area, similar to Nørrebro in Copenhagen or Bushwick in New York.