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STUDIO HERRSTRÖM

@studioherrstrom

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Brand design studio for brands who move culture.
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Taking a record label for a spin: Milkshake’s car-culture identity by @studioherrstrom Milkshake was founded in 2019 to give artists a more personal kind of label experience, closer to the full world around the music. Part label and part management company, the Stockholm-based division of Sony Music Entertainment works across left-of-centre pop and alt-pop, with a roster that includes Molly Sandén, Felix Sandman and Dunalia. Its new identity comes from Vienna-based STUDIO HERRSTRÖM, which set out to turn the label’s origin story and artist-first mindset into a flexible visual system. The previous look was recognisable, expressive and colourful, but by 2025 the label had outgrown it. Milkshake needed a clearer brand identity that could reflect a more mature company without losing what made it special. The brief was to help it grow into its next stage while staying artist-first, experimental and undeniably its own. The visual direction came from a place that had always been part of the story: the car. The name Milkshake was first suggested on a car ride, when someone brought up milkshakes simply because the founding team loved them. Over the years, important milestones kept happening in cars, and new music was literally taken “for a spin” to test it, pitch it and feel it in motion. The new logotype builds on the splash energy of the old brand but gives it a more grown-up, focused form. Alongside it, the studio drew a rounded symbol with a blended shape, inspired by the way metal, liquid and surrounding objects seem to merge into one another. The result is a mark that feels both physical and fluid, quick to notice and hard to ignore around a release. The wider system borrows from road signs, car details, pop culture and shake flavours. Information lockups are modelled on car window stickers and milk carton nutrition labels, giving track names, release dates and even the p-line symbol a natural home. Set in Gates, a neo-grotesque from Context Type, the typography adds a clear editorial structure without ever feeling rigid. Read the full article on Mindsparkle * #branding #mindsparklemag
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@studioherrstrom develops @nocsdesign 's Swedish luxury and bespoke heritage into a contemporary brand identity designed for a global audience. A vivid green wordmark, oversized typography and a distinctive N monogram create a flexible visual system that balances bold graphic expression with the brand’s minimal product aesthetic. Full case via link in bio. #brandidentitydesign #typographicdesign #scandinaviandesigns #d1s1 #designnews
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The Echo: How to Design Brands That Move Culture, by Erik Herrström (@herrstrom). Erik wrote it for two reasons: to add his philosophy to the conversation about design process, and to document how STUDIO HERRSTRÖM (@studioherrstrom) works. Putting the process on paper exposed its weak points, and he says the studio's method got better because of it. For the book he interviewed 18 contributors, from investors to people in the music industry. The lesson that kept returning was differentiation, and the risk it takes to get there. The first draft took too long to reach the process, so after feedback from beta readers he rebuilt the whole structure. The entire studio worked on it, and he chose to self-publish to keep control over who he interviewed, how it was edited and how it was released. Full conversation with Erik is on CreativeFigures.fm - link in bio. #TheEchoBook #BrandDesign #Branding #DesignBooks #CreativeFigures
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Last Friday I got a text. 4 hours later I’m on stage in front of a crowd of 700. I had just come out of a panel discussion when I got a text from @fraustroem saying “Would you be open to speaking at Forward Festival tonight? Their headliner got sick.” I found myself refreshing a keynote I had presented earlier in the summer. Just the evening before, I had visited Forward Festival for a brilliant talk from Annie Atkins. A designer and creative I have deeply admired for many years but haven’t had a chance to see at past conferences. Her work has inspired me for years. The film prop work she has done for Wes Anderson and Steven Spielberg is second to none in execution. I knew that from before. But what I learned in her talk, was how much she values the research behind the work they do. They don’t just go online to see what’s trending, no. Annie and her team go back in time: researching photography, digging through books, and studying why certain techniques were used in specific environments. - Photos by @alexheuvink What stood out to me most is that they still build props using original methods. In an industry shaped by constant time pressure, staying that true to the craft is impressive. Finding myself on stage the very next night, sharing how we approach our work at STUDIO HERRSTRÖM by diving into cultural codes, symbolism and heritage, something clicked: This isn’t just a way of working I believe in. It’s the kind of work I’m personally driven to do. Because at the end of the day, we’re creating brands, identities and campaigns with the idea of connecting back to niche culture, but creating an appeal that can be around for the long term. We’re not here to take as many shortcuts as possible or settle for work we don’t truly care about. In my talk, I shared how designers and brand builders have a better opportunity than ever to create brands that genuinely resonate with people. But that won’t happen if we take every shortcut put in front of us. Instead we now actually need to use those new amazing tools at our disposal to boost our true creativity. It’s time to build the brand worlds we never could before. And do it in a way that truly gets peo
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"We never show mood boards to our clients, ever." Erik Herrström (@herrstrom), founder of STUDIO HERRSTRÖM (@studioherrstrom) in Vienna, explains why. When a client sees a mood board, they attach themselves to the references they like. From then on, every round of the project is measured against images made by someone else, and the work rarely ends up with a creation of its own. His studio presents conceptual ideas rooted in culture instead, built from cultural research and interviews with customers and audiences about what they believe in and value. It's the approach behind his identities for Whitney Houston and Elvis Presley, made in collaboration with Sony Music Entertainment. In the full conversation, Erik talks about growing up in a small village in the south of Sweden, interning at R/GA on Nike.com, his years at Spotify, and why he wrote and self-published his book, The Echo: How to Design Brands That Move Culture. Full episode: link in bio. #CreativeFigures #BrandDesign #Branding #MoodBoards #TheEchoBook
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FORWARD FESTIVAL VIENNA — an inspirational treat, like every year. Hubby and I soaked up the positive atmosphere, creative energy and, most of all, the generosity of people sharing their experiences, ideas, successes — and everything that happens behind the scenes. So many great talks and encounters, but one moment really stayed with me: founder Othmar’s thank-you to his team: “Without you, I would just be a small freak with big dreams.” Touching — and, in a world where team leaders and bosses still too often forget to give credit to the people who actually make things happen, even more meaningful. Some of our personal highlights: LUNA MAURER LTX SUPERSENSE — our neighborhood friends 🤍 STUDIO HERRSTRÖM — we already had the book at home, so it was especially great to finally see the human behind it in person. CACHETEJACK — what an absolute delight! The location Gartenbaukino always the best choice 😎 And because a good festival needs a good ending: afterparty with more neighborhood friends at Praterwirt. Creative brains, big dreams, good people. See you next year, Forward. #ForwardFestival #ForwardFestivalVienna #CreativeCommunity #ViennaCreatives #CreativeCulture
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Vienna closed our season, and you made it count ❤️ On Day 2, Cachetejack (@cachetejack) walked us through their illustration process, Luna Maurer (@luna_maurer) staged a performance between art and design, and Gabriela Namie (@gabrielanamie) explored design as an experiment - amongst many more. Thank you to every speaker, workshop host, expo exhibitor, and everyone in the audience ✨ #forwardfestival Photos by Alex Heuvink (@alexheuvink)
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NOT MERCH, IT‘S CULTURE @lilbabyangel0 @unregierbar @loris.unico @carina_mthrfckr @sabsliesl @_desireescheweder @studioherrstrom @lovelosttattoos @soulfeeda @fraeuleinastrid @jani.schne @chris_pilch @newton_boulderhalle_graz @10set.records @deal_eu @nnidorinaa @doxsruhr_kinoforyou @cihantamti @lkshdr @tautautau.official @discoteca_amore @processed.world @lad_boo @nznz.techno @clemensma @violendgroove @felixpx @evjx12 @dizzy.lue @kalkundkegel @kabuff.bistro @threelittlebirds.cool @anna_kapp280202 @oidadielisl
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New project for Spotify! In collaboration with Spotify’s in-house Creative Team, we developed the visual and motion identity for Spotify Investor Day 2026. Held in New York City, Spotify’s third Investor Day brought together the financial community for a closer look at the company’s business performance, product strategy, and long-term vision during its 20th anniversary year. The event also marked the first Investor Day led by co-CEOs Alex Norström and Gustav Söderström, alongside members of Spotify’s global leadership team. Credits STUDIO HERRSTRÖM: Erik Herrström, Kara Griffin Cushman, Martin Carlsson, Marcell Gulyas, Kimelle Fleary, Floriane Rousselot, Kerstin Herrström Spotify’s In-House Creative Team
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I'm super excited about this one! Fun things are coming very soon!
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Earlier this summer, @herrstrom had a custom T-shirt made for speaking at @forwardfestivals and got many comments and messages about it. So @studioherrstrom decided to make it available for a limited time. The Age of Meaningless Shiny Things tee is a reference to the first chapter in Erik’s book THE ECHO: How To Design Brands That Move Culture. The T-shirt is made from 100% cotton with an oversized fit and comes as a regular or cropped tee in black or white. Featuring front, back and sleeve prints, each piece is sustainably printed in Austria by @leftkiss. Only available until August 31 at leftkiss.com/pages/the-echo Link in bio #bountyhuntersarchive #graphicdesign #graphicdesigncommunity
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grußkarte #015 - grätzloase - gestaltung & einreichung für einen öffentlichen austausch in der stolzenthalergasse zwischen zwei stark befahrenen straßen sollte hier eine schnittstelle entstehen: ein parklet, das die autogeprägte monotonie durchbricht und die vielfältigen köpfe der gasse zusammenbringt. podest, koje und eine großzügige sitzplattform statt fixer bänke – zum verweilen ebenso wie zum liegen. auf der anderen seite pflanzen und kräuter unter beschattung. das material wiederverwendet: holz in unterschiedlichen farben,seile und netze aus früheren leben. den entwurf lieferten wir – die gestaltung sollte prozesshaft gemeinsam mit der nachbarschaft entstehen. ein segel als dach. eine pflanze, die draußen stehen wollte. mehrere kreativbüros, die zusammenfanden. aus der einreichung wurde kein realprojekt – die idee eines ortes für konsumfreien austausch bleibt trotzdem. lieben gruß, studio kollision 💥 #Grätzloase #Wien #Reuse #TemporaryUrban
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