Scan Magazine | Design Profile | DRY Creative Projects
The store at Upplandsgatan in Stockholm.
Handled with care, made to last With a passion for beautiful and sustainable objects, and inspired by our present way of living, DRY Creative Projects has crafted its line of timeless pieces to bring into the next generation. By Malin Norman | Photos: DRY Creative Projects
Stockholm-based DRY Creative Projects is a well-established studio focused on creative direction, art direction and design. The team develops concepts, brand identities and marketing campaigns for high-profile fashion and lifestyle clients such as Adidas, GANT, Stadium and Tretorn. The passion for graphic design, product design and packaging of ideas has also led to the creation of its own brands DRY Things and DRY Costume. The idea behind DRY Things, established in 2012, is to use ecological processes and sustainable materials to make functional designs that will last for many years. The collection includes graphic prints, items for the kitchen, office and bathroom, and smaller pieces of furniture. “We like small-scale and exclusive products that make a difference, created with soul and passion. DRY Things is genuine handicraft, all 14 | Issue 84 | January 2016
packaged by hand,” explains co-founder Johan Fredlund.
Healthy, natural and timeless The very first product was a poster called Lentil Soup, with a recipe from London restaurant The Owl & Pussycat. “We went there and tried the soup, and it was so tasty we had to ask the chef for the recipe,” says partner and creative director Jenny Kästel. Similarly, popular line Apothecary with typography posters demonstrates the passion for healthy and nutritious food. It was created in cooperation with Green Kitchen Stories, a duo behind a number of vegetarian cookbooks and an award-winning blog. Also on demand is the Piece of Wood range of cutting boards, which is available in different sizes and types of wood. All are handcrafted in Sweden, including Reclaimed, which is made of Swedish
oak from the archipelago. News in the line-up include a series of black and white images by Swedish photographer Ewa Marie Rundquist, poster series Archipelago with compositions of rocks, and the Calendar of Weeks, developed in collaboration with Brandstationen. The team also launched fashion brand DRY Costume a few months ago, with a collection of premium, non-seasonal essentials made of natural materials. “We create garments with a sustainability focus; both the design and the quality of the fabrics should last over time,” says Kästel. “It’s all about slow fashion, quality over quantity.” DRY Things and DRY Costume are available in the online shop and at select retailers in Sweden and the UK, and curious visitors are also welcome to pop by the combined studio and store on Upplandsgatan in Stockholm.
For more information, please visit: www.drycreativeprojects.com