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Destination Gotland

Destination Gotland runs the ferries that connect the Swedish mainland with the beautiful island of Gotland.
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At tätatät, we streamlined their cluttered onboard visual identity, aiming to clearly represent Destination Gotland and introduce a modern, premium feel.

I played a key role in building the brand identity, developing concepts, designing products and furniture, creating visual assets, and designing the onboard bar. Our work didn’t just refine the visual identity; it also enhanced the passenger experience, creating a warm and modern atmosphere that welcomes travelers.

there is a cup and a paper bag on a table
image of sillhouette shape of a rock
image of sillhouette shape of a rock
image of sillhouette shape of a rock
a close up of a red and black color palette with a white background
image of a map of a city with a tower

The shapes used in the graphic identity are modeled after real stones from the island, enabling each shape to be linked with a specific stone in a specific location.

there is a picture of a stone wall with a hole in it
there are two pictures of a rock formation with a bird on top
drawing of a map of the isle of Gotland
neon bar sign on a wall with a map of the island of gotland
a brown paper bag
map of gotland in different rotations

The outline of Gotland is instantly recognizable to many. By rotating it in various contexts, we establish an association with the sensation of navigating a map. We incorporated these varied island rotations into the logos of onboard services such as the bar, restaurant, and store.

there are two different types of salt and pepper on the same side
pattern made from shapes of rocks and rauks
pattern made from shapes of rocks and rauks