Art Direction, Brand Identity, Concept Development, Web Design and Development
Tuukka Koski, Carl Von Arbin, Charlie Bennet
In collaboration with a top Nordic chef Fredrik Berselius, the Michelin-starred Swedish chef, is one of the world’s most respected purveyors of high Nordic cuisine.
Embarking on a new culinary (ad)venture Aska, his new restaurant, is located in a restored Civil War-era warehouse in the shadow of the Williamsburg Bridge.
Framing a sensory experience Berselius enlisted Athletics to reflect his restaurant’s meticulous sourcing, preparation, and presentation in a minimalist brand identity system and website.
A star is born Since launching the new brand, Aska acquired an additional Michelin star, and published a cookbook with Phaidon.
Otherworldly cuisine, straight from the earth
With a strong, almost mystical connection to the natural world and a highly unorthodox culinary philosophy that draws on unexpected ingredients (birchwood, reindeer lichen, pig’s blood) and preparations (incinerating lamb heart over bedstraw until the heart collapses into ash, served over creamed sunchokes), Aska serves elevated, multi-course dinners, with lighter fare and cocktails available in the warehouse’s cellar at the more casual Edda bar.
Design imitates nature
Working closely with chef Fredrik, Athletics defined a spare, naturalistic visual identity to echo Aska’s singular ethos and keep the focus on the ingredients, process, dishes, and plating. Across exhibits, we employed a pared-down aesthetic that meditates on natural ingredients, atmospheres, and textures.
“It looked pretty and pagan at the same time, like a page from a Martha Stewart lifestyle magazine for witches. ”
The New York Times Magazine
“The vibe is best described as hipster funeral.”
The New Yorker