Aarke Creative Director Malin Gäfvert on Brand Identity and Everyday Design
In the latest episode of Navigators of Design, which is a 10-part series by designboom featuring Most Studios, Malin Gäfvert, who is the Creative Director at Aarke, shares her insights on how to turn practical kitchen appliances into stylish lifestyle choices. Aarke, founded in 2013 by Carl Ljungh and Jonas Groth, gets its name from a Southern Sami word meaning "everyday." Gäfvert highlights the brand's mission to swap out disposable products for attractive alternatives that stand out. Their visual identity combines elements from product design, lifestyle, and fashion, all under the concept of Everyday Engineering. Aarke focuses on durability, premium materials, and timeless aesthetics, ensuring that everything, including packaging, meets these high standards.
Key facts
- Malin Gäfvert is Creative Director at Aarke, a premium kitchen appliance brand.
- Aarke was founded in 2013 by industrial designers Carl Ljungh and Jonas Groth.
- The brand's name comes from the Southern Sami word for everyday.
- The interview is the sixth feature in the 10-part Navigators of Design series, produced with Most Studios.
- Aarke's visual identity bridges product design, interior space, and fashion imagery.
- Gäfvert states that minimalism only feels cold when it is empty of narrative.
- The brand's product philosophy emphasizes durability, longevity, quality materials, and considered design.
- Packaging, unboxing, and retail environments mirror the same design standard as the products.
Entities
Artists
- Malin Gäfvert
- Carl Ljungh
- Jonas Groth
- Petter Bäcklund
- Frida-M
Institutions
- Aarke
- designboom
- Most Studios
- Navigators of Design
Locations
- Sweden