Film City: "It's almost an impossible mission"

Organic lovers do not have the old brand. Since SF Bio announced a vote that would lead to a new audio and video loop for SF Bio's new identity – Film City – the company has been criticized for the new social media design.

– We have a perfect understanding. It is almost impossible to replace this classic. The old loop is 75 years old and exploits the life experience of almost everyone since his childhood. Nothing is an instant success, "says Carolin Högmyr, who planned the work on the new wine line.

Carolin Högmyr believes that the new identity aims to preserve the ancient heritage and highlight the elements related to cinema, such as velvet and brass. At the same time, the new profile must penetrate the old one for a chance to defend itself.

"We have spent a lot of time and commitment to this, it's really not urgent," she says.

"ID Journal"

The new newspaper, produced by the South Sea advertising agency, has been criticized for its lack of simplicity.

– I did not participate in the selection of this newspaper, but I know that "F": one of the circles comes from the award-winning fonts appeared on our site a few years ago, "SF Bio Sans" says Carolin Högmyr.

From the beginning of the year, the change of identity will take place at the port, even legally. Before that, everything from carpets to personal clothes will be redesigned.

After all the criticism and with your hand in hand – is there something you would do differently?

– Not really. The process has been so good and we are very happy with the result, "said Carolin Högmyr.

It also reminds us that the old wine jug is not completely dead, but that it's still part of SF Studio's own film productions.