This new outlook has simultaneously affected the Regular Practice visual language. But rather than adhering to one specific house style, the studio adapts itself and its process to the needs of the brief – working the best way possible for each individual project. “This also satisfies our urge to not repeat ourselves, to not get stuck in a specific style,” adds Tom. “There’s a freedom in delivering something totally different from one project to the next.” Whether it’s packaging, e-commerce, tech, motion, architecture or fashion, the studio approaches the brief with attention and experimentation. Recently, for example, the team signed off a project earlier this year for Andaman House – a luxury resort in Southeast Asia. In search of a younger audience and wanting to appeal to families, the resort reached out to Regular Practice with a brief of making the hotel’s personality “more friendly” and “one akin to a local village rather than a multiplex,” says Kristoffer.
By looking at approachability (rather than pretension), the design kicked off with the village’s environment: “We drew a bespoke headline typeface to be cast physically in metal, in turn influencing the architecture of the letterforms through intensified ink-traps and extended ligatures,” says Tom. The identity is slick, minimal and clean, representative of its luxury background while also being legible and approachable for all. It also features everything from signage to numbering across the village, as well as staff uniforms, room card-holders, welcome packs and more.
Another project saw the studio work with Juiced, a food-based talent management company that was in search of a “new type of ‘celebrity’ chef’,” adds Kristoffer. With this mind, Regular Practice was tasked to build a youthful, social media-savvy identity that shines a light on its craft – a harmonious balance of professionalism and playfulness. The result sees an Instagram-able J-Lemon-Water logo mark, plus a series of custom-made emojis to go alongside the bespoke typeface – “calling on sturdy and serious traditional serifs in its construction, while incorporating energetic and lively moments of typographic playfulness throughout,” says Tom.
Regular Practice is on an exciting (and mature) new path, and we’re all for it. “There’s more sale, more output, longer (sometimes) timelines and added economical incentive and pressure, but all of those aspects also add up to our work feeling more important and impactful,” continues Kristoffer. “The stakes are higher.”