Colekt is a Stockholm-based beauty brand launched in 2020, offering vegan, gender-free skincare and fragrance products inspired by Scandinavian nature and seasonal rhythms.[1] The brand was founded by Ellen af Petersens and Susanne Vennerstrand, who began developing the concept in 2017.[2] The name Colekt derives from the idea of collecting nature into a bottle, much like gathering green sprigs from the Nordic forest to arrange at home.[3]
Design and History
Colekt’s graphic identity was developed in close collaboration with the creative agency ACNE, the same design team that launched Byredo a decade earlier.[2][3] ACNE defined the brand’s bold yet minimal graphic identity, working collaboratively with the founders from the initial stages through final realization.[3] Jelena Loutchko, Designer at ACNE, led the identity development with a refined visual direction intended to ensure quality and craftsmanship while referencing nature and elevating the ingredients and company values.[3]
The logo is described as inspired by expressionism, featuring heavy brushstrokes and a dynamic energy that conveys a playful mood.[3] The typography of the logo is inspired by the Scandinavian painter Strindberg, while the blue-grey of the brand’s bottles represents the dark sky of Stockholm.[4] The grey glass bottles also evoke the Strindberg suite of paintings of the Stockholm archipelago.[3]
Meaning and Symbolism
The brand’s visual identity draws on the meeting point between Nordic wilderness and urban life, a harmony reflected in its restrained and structured packaging.[3] The spherical shapes of the bottles and lids appear balanced yet slightly out of proportion to one another, evoking a cubist painting where shapes dance in constant tension.[3] The grey bottle color serves a functional purpose as well, protecting the contents from sun damage while maintaining the brand’s industrial aesthetic.[3]
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