Photo booths are all about being playful and having fun. They aren’t places to be self-conscious or to be taken seriously. The Omelett brand needed to reflect this sense of care-free fun.

‘Säg omelett’, is the Swedish for ‘Say cheese!’ — a call to action to pull a funny face for a photo. Omelett was a clear choice for the brand name and the foundation of the whole identity, which was coupled with a visual motif to tie the brand together. At first glance the brand may appear ugly, but ugly is the embryo of the beautiful. The more you look at it, the more you start to like it.

Like its users, the Omelett brand isn’t afraid to strike a pose, or even look plain ridiculous. A design system built around a custom typeface in which each letter comes in four different ‘poses’ within its own frame, the result is a variable word mark with hundreds of permutations and poses. Say cheese!